Elaboration Likelihood Model in Consumer Research : A Review

  • Published 2001
The Elaboration Likelihood Model (ELM) is a model of information processing and persuasion. Ever since its introduction in the 1980’s, ELM has been frequently cited by scholars from both cognitive/social psychology and consumer research. This paper reviews the application of ELM to consumer research over the past decade, with the focus on studies conducted… CONTINUE READING