• 作者： 練乃華
• 作者服務機構： 國立臺灣大學工商管理學系
• 中文摘要： Model (Batra and Ray, 1985, 1986), and Information 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 in advertising contexts, effects on brand evaluations, specification of processing mechanisms, and findings that seem to extend or contradict the model. A body of literature is discussed in three domains: antecedents, processes, and processing cues. A brief interpretation for the review and future directions for research are presented.
• 英文摘要： 推敲可能性模式是個描述勸服過程和訊息處理的理論模式。自從在1980年代被提出後，已為認知心理學、社會心理學、以及消費者研究等領域之學者所廣泛引用。本文主要在回顧過去十年來，推敲可能性模式在消費者研究方面之應用概況，並將焦點集中於以下各項：與廣告相關之研究、對品牌評估之影響效果、訊息處理之機制、以及可能延伸該模式或與該模式相左之相關發現。相關文獻分由三部分加以探討：訊息處理之前因、過程、與線索。最後則對回顧結果作綜合評論，並提出多項未來研究方向之建議。
• 中文關鍵字： Elaboration Likelihood Model, advertising, consumer information processing, processing antecedents, processing mechanisms, processing cues
• 英文關鍵字： 推敲可能性模式，廣告，消費者訊息處理，處理前因、處理機制、處理線索