User:BMP151/Elaboration likelihood model

Qiang Liu, Fei Fei Su, Aruhan Mu, and Xiang Wu wrote an article on how social media affects people's psychological well-being. They stated that by using ELM they could use it as a “framework” to explain the attitude changes of the individuals. Gary C. Woodward and Robert E. Denton, Jr. who wrote "Persuasion and Influence in American Life" describe ELM saying, "We process information in different ways, depending on our levels interest the amount of time available"(Denton, Woodward 117).They used it as a framework by using the two distinct pathways of central and peripheral. The research they did was on WeChat, which is a popular social media for their research. They only used research from two years or earlier to ensure it was relevant to the current day. They determined how people processed the articles through a few characteristics. These were IQ, if they were positive, or if they were negative. They show this through experimentation using ELM to see how people make their decisions, and Elm helps clarify. They found that the quality of shared information affected how people responded. The lower the quality of information the more likely to have harmful emotional responses. They also found that people with depression are more likely to share harmful emotional content compared to other day-to-day users, to share opposing beliefs. They also found that people with a higher IQ are more likely to share information than those with a lower IQ. Also the higher the quality of information the likelier it will be shared. Similarly to the another study done by Xiaoyi Zhang, Angelina Lilac Chen, Xinyang Piao, Manning Yu, Yakang Zhang, and Lihao Zhang who go into the innovation of Ai chatbots with a framework of ELM had some similar results. Similar results were that people do not respond positively depending on whether they are willing to accept the new Ai innovations. Similarly to the people who do not share positive content due to a depression.

A study done by Ritik Raushan and Dr. Akansha Dubey researched how they use ELM to help examine what viewers on YouTube are drawn towards in terms of advertisements while using the site. ELM was helpful for them because it shows the two ways of processing information. Gary C. Woodward and Robert E. Denton, Jr. who wrote "Persuasion and Influence in American Life" describe ELM saying, "We process information in different ways, depending on our levels interest the amount of time available"(Denton, Woodward 117). This helped them study the ways that individuals will process the information that they are interested in, and are more likely to purchase. When doing their research they need to find ways to emotionally appeal to each individual and actually engage in the ad.  They are trying to find what makes the viewer interested in the ad, and hopefully make them purchase something. They found that the ads on YouTube helped the companies sell more products, but more specifically get more views. This helps promote brand perception, awareness, and stronger brand associations. They found that the products that are most successful in selling are FMCG products. This means fast-moving consumer goods such as clothing, food, beverages, personal care items, etc. This is because people do not need to think about making the purchase as much as other larger purchases such as a car. As a result, companies advertising on a site like YouTube has a positive effect on the company, whether it be selling the product or simply explaining it to possibly get a future customer. In a similar study done by Qiang Liu, Fei Fei Su, Aruhan Mu, and Xiang Wu who researched how social media affects people's psychological well-being through ELM saw some similarities. They mainly had the emotional outcomes being similar such as a depressed person to share more harmful emotional content, and others showing negative signs through higher decision products such as a car.

Xiaoyi Zhang, Angelina Lilac Chen, Xinyang Piao, Manning Yu, Yakang Zhang, and Lihao Zhang say that they use the innovation of AI with the framework of ELM to determine how consumers intend to use the CAPS chatbots, especially in e-commerce. Gary C. Woodward and Robert E. Denton, Jr. who wrote "Persuasion and Influence in American Life" describe ELM saying, "We process information in different ways, depending on our levels interest the amount of time available"(Denton, Woodward 117).They did this by surveying 411 Chinese AI bot consumers to see the chatbot's reliability and accuracy, how much they trusted it, self-threat, and perceived dialogue intention to adopt. Using ELM they use the two ways of processing information which is central or peripheral to find whether they will open up to using AI chatbots or not. They want to see if people will adopt what the AI decisions are. Also to hopefully keep them coming back. They found that people trust AI chatbots more if they are willing to accept them. However, if they did not want to it would usually be because they felt self-threat with the accuracy and biases of the chatbots. They also found that the more accurate AI recommendations were they would trust the chatbot. Also the more positive the message the more positive effect, and the same for the other way around. Overall, their goal is to provide insights for e-commerce organizations to improve AI chatbot effectiveness, and for users to adopt it. Another study done by Ritik Raushan and Dr. Akansha Dubey on ELM and YouTube advertisement saw some similar results. Some of these results being that ELM in both of the studies ended up being mainly positive it just depended on what the specific ideas of the individual.