In this article, we will discuss how to hack persuasion using a proven technique of ELM.
Before understanding the ELM, let us first understand how a person makes a purchase. There are two kinds of thinking a person does to decide what to buy. Either he/she will think deeply (we call this: High Elaboration) or he/she will decide by the gut (we call this: Low Elaboration).
Let's take a below where two ladies purchase the same car but via a different model of thinking. Here Lady A is relying more on the utilitarian aspect of the car while Lady B is focused on the instant gratification of buying a car. In the real world, customers fall on the spectrum between High Elaboration to No Elaboration.
But, as a marketeer how will you predict which method your target group is more biased towards?
Choice of Route depends upon 3 things related to your potential customer.
1: Motivation
Eagerness, Need & Curiosity induce motivation.
E.g. A person suffering from insomnia may take extra interest in your easy-sleep mattress ads. While a healthy sleeper may want an extra year in warranty.
2: Ability
Intellect & Experience improves Ability to engage.
E.g. A software engineer will have good knowledge about laptop specification & hence he/she will understand it easily. While a simple shop-owner is more price conscious & an ad of a trusted celebrity like Amitabh Bachchan may convince him.
3: Environment
Ambient distractions discourage engagement.
E.g. An Ad. of a Laser Printer at a Dance Club will yield poor results. While sales of Coldplay Merch will get an advantage of the Club atmosphere.
To decide which route a marketer should follow, we have made a simple flow chart.
You need to define what is your objective for the campaign:
A. How motivated your target group is while making a purchase decision?
If your product for example is a vegan meat burger, then obviously your TG has very high motivation to know about your product.
Compare to the above example, suppose you are selling a low price plain T-shirt in Dmart or Target, your TGs aren't supposed to be so much motivated.
B. What is the level of involvement of your target group?
Products such as Oxymeter or Glucometer are serious in nature. You are encouraged to involve your customer in the quality of the product rather than using superficial ways to sell.
The same is the case while selling power tools such as a Drilling Machine or Cutter Machine.
C. Are you looking for a permanent change in your consumer attitude?
Brands such as Apple or Microsoft or Toyota endeavor to create a permanent mark on customers' attitudes towards the brand.
Attitude change lingers longer & helps in increasing the repeat purchase of the product.
Here are a few examples of ELM use:
Aston Martin's clever ad uses a Peripheral Route.
2. Redbull using a Peripheral Route:
3. Apple's Iphone using a longer central route:
Written by: Gunjan Solanki
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