Research on the Influence of Advertising Content on Consumer Purchasing Behavior Based on Elaboration Likelihood Model (ELM)

Abstract

Advertising content is the foundation of advertising. Advertising content contains a lot of information and experience to convey to the consumer. How consumers deal with advertising content cognitively will affect the effectiveness of marketing personnel in delivering advertisements to consumers and lead to changes in purchasing behavior. This literature review studies the cognitive processing of consumers' four types of advertising content (informational advertising, comparative advertising, emotional advertising, social responsibility advertising) based on Elaboration Likelihood Model (ELM), and studies their impact on consumers' purchasing behavior. ELM points out two cognitive processing routes, namely the central route and the peripheral route. According to research, informational advertising and comparative advertising use the cognitive processing approach of the center route. Emotional advertising and social responsibility advertising are processed by consumers using peripheral routes. The research finds that informational advertising and comparative advertising participate in the cognitive processing of consumers through the central route. The characteristics and information about the product in the advertising content will affect the cognition, and ultimately affect the consumer's purchase intention. Emotional advertising and social responsibility advertising participate in the process through the peripheral route. These ads can influence consumers' impressions of brands and, ultimately, purchase intentions.