Application of Elaboration Likelihood Model (ELM)

Instructions: In class we discussed one of the major theories of persuasion, the Elaboration Likelihood Model (ELM). For this activity, you will apply your knowledge of the two routes of processing proposed by the ELM (i.e., the central and peripheral routes) to identifying the extent to which components of a sales pitch on the popular show Shark Tank encourage each of these routes. Refer to class notes from Unit 13 (Persuasion and Public Communication) as well as the Booth-Butterfield (n.d.) and O’Keefe (2012) readings from Unit 13 to help you complete this activity.

Choose any sales pitch from Shark Tank during which entrepreneurs ask the Sharks to invest in their product. You may choose any sales pitch that is available to you on Youtube. Then, respond to the following:
(1) Identify 3 message factors from this clip that encouraged central route processing about investing in the product and describe why they are relevant to the message argument of investing in the product.
(2) Identify 3 message factors from this clip that encouraged peripheral route processing about investing in the product and describe why each is a heuristic cue rather than a message that supports the message argument of investing in the product.
(3) Are the Sharks more likely to process centrally or peripherally? Why? Make sure to discuss this in terms of your motivation and your ability to process the message.
(4) When YOU watched this video, did you use central or peripheral route thinking? Why? Make sure to discuss this in terms of your motivation and your ability to process the message.

Erin Tweedy from Front Royal Virginia was seeking for two hundred thousand dollars for 29 percent stake in his company, Man Tack. The man pack is a stylish sling vertical messenger bag that is designed for guys.

Three Message Factors from this Clip that Encouraged Central Route 

First, motivation can be used to process a message and this may be determined through personal interest when the subject and individual elements such as the need for cognition. As a result, the sharks are keen to ask on the sales of the man pack. Erin Tweedy has the ability to elaborate on how to use the man pack. Third, the sharks resisted the message each giving reasons why not to invest resulting to moving away from the proposed position.

Three Message Factors from this Clip that Encouraged Peripheral Route 

The sharks did not examine the information thoroughly and gave different reasons claiming that he is a marine and can do it alone. They relied on general impression and Lori Greiner and Kevin O’Leary gave negative cues after the sales pitch. Credibility may be used in peripheral thinking even though Erin Tweedy claimed to be an ex-military.

Process Centrally or Peripherally

The sharks can process the message using the central route. The sharks have a strong and negative attitude towards the position that was proposed resulting to a boomerang effect on Erin Tweedy. As a result, they resisted to process the information and lacked motivation to invest in the man pack business.

My application I used central route as I was watching the video. I was not motivated enough and the ability to process the information was in adequate because the sales were very low…

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