Philippine E-Journals

Audience Elaboration of Received Messages from the HOPE Presentations of Lifestyles PH Distributors Using Logical Persuasion

Sofia Natividad | Kyla Nicole Gonzales | Elisha Mae Robles | Jasper Mikole Santillan

 

Abstract:

The study was conducted to determine how people or message receivers elaborate the information they get from the speakers or message senders. This study indicated that persuasion still occurs whether or not a person understands the logical meaning of the messages. The study was anchored on the Elaboration Likelihood Model (ELM) which explains the change of attitudes of the people. It determined which ELM major routes to persuasion, either central route or peripheral route, applied to the audiences’ elaboration of messages when persuaded. It used a mixed method research design. For the quantitative method, the data were obtained through an observation checklist where the researchers observed two HOPE Presentation speakers to determine the facts and attributions that the Lifestyles PH distributors mentioned. Using the survey questionnaires, the researchers determined the perceptions of the 70 respondents from the Lifestyles PH guests or prospective distributors to the HOPE Presentation. For the qualitative part of the study, data were obtained through an in-depth interview with eight participants from the presentation. The data revealed the factors that contributed to the audiences’ elaboration of messages during the presentation. The researchers analyzed the data from the in-depth interview through a thematic analysis where they came up with two major themes, central and peripheral route processing. From the descriptive statistics of the study, mean, frequencies, and percentages were used to interpret the gathered data. The data from the observation checklist implied that the Lifestyles PH distributors were using logical persuasion as their primary strategy to convince the audience. The survey, on the other hand, revealed that the prospective distributors or guests agreed that the HOPE presentation was persuasive. The dominant theme from the responses in the interview was the central route processing.