Wednesday, September 10, 2008

Applying the Elaboration Likelihood Model to Clif Bar

Duncan also discusses the Elaboration Likelihood Model (2005, p 144-5), and notes there are two possible routes to elaboration: central and peripheral. Clif Bar is a low involvement product choice, and so the peripheral elaboration route would be the mechanism explaining communication processing. He also cautions that most decision making involves both paths, but in the case of Clif Bar I would think it is primarily peripheral.

The peripheral route is more often passive messages that are responses to lifestyles. I think organic and environmental fits into a person’s lifestyle and so appeals to them for a low involvement product would be better as image messages with association cues, associating Clif Bar with health, social causes, and the environment.

Baskin, Merry (April 2001). What is Account Planning? Retrieved on September 10, 2008 from

Duncan, Tom (2005). Principles of Advertising and IMC. New York: McGraw-Hill Irwin.

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