Persuasion and the Elaboration Likelihood Model (ELM)

Research report on Persuasion and the Elaboration Likelihood Model (ELM)

Based on a Singapore consumer organisation, Bee Cheng Hiang, the product, Bakkwa, conduct a literature review that crtically examines the concept of Persuasion and the ELM.

Write a Research Report, in no more than 1500 words, that critically evaluates Bee Cheng Hiang's persuasion strategies, by considering the following issues:

• What is persuasion? What are the two types of persuasion in the ELM that can influence customers’ behaviour? Develop a segmentation profile of the target market customers of Bee Cheng Hiang and fully explain which type of persuasion is the most important to that target market; why is it important?
• Fully explain how Bee Cheng Hiang manages its marketing communications messages.
• Which variables should  Bee Cheng Hiang measure to determine the advantages and limitations of its persuasion strategies? How can these variables be measured.

The literature review must include no less than ten(10) refereed academic journal articles, dated no earlier than 1995, that examine Persuasion and the ELM.

Avoid using direct quotes from the academic journal articles. Instead, summarise the relevant literature on the topic and apply your analysis of that literature to Bee Cheng Hiang; do not forget to cite the authors of the literature as the sources of your analysis.

Summarise the journal article in your own words, the embedded ideas in each journal article to form new text for your research report. While outlining depends on analysis of each paragraph in an article, summarising requires a synthesis of the relevant concepts and practice of the topic that are discussed within the article.

Critical evaluation of the key concepts (of the topic), and their application to Bee Cheng Hiang, should be written in your words and in a condensed form, to demonstrate that you understand the topic.

That critical evaluation will develop a deeper understanding of the key conceptsassociated with the topic, and their application to Bee Cheng Hiang.

When you are researching the topic do not substitute web-pages and/or blogs, such as Wikipedia, for academic journal articles because it is very unlikely that those web-pages will have the academic rigour required for you to develop an in-depth understanding of how Persuasion and the ELM, can be applied to Bee Cheng Hiang.

References: Use Chicago Style referencing for in-text referencing and the list of references at the end of the assigment; do not use footnotes.

Style: Do not use expression such as; I believe......, I think..... We...., Our....., or in my opinion..... 

Please use third person impersonal, and an active writing style for the report.

Bee Cheng Hiang website: http://www.beechenghiang.com.sg/