Elaboration Likelihood Model

The Elaboration Likelihood Model says that people are often influenced by repetition of a message, highly credible spokespeople, or tangible rewards. The Elaboration Likelihood Model encourages people to think about an issue by making it worthwhile. Even though people do not necessarily want to think about AIDS in Africa, Product (RED) uses repetition and popular spokespeople to deliver the message.

The example that our group has chosen to illustrate the Elaboration Likelihood Model is idea branding through consumerism and celebrity endorsements.


Product (RED) is a celebrity driven business model created to raise money for the Global Fund to help African AIDS programs. It is founded by Bono and fund-raiser Bobby Shriver. Bono is seen frequently in the media due to his popular status in the music industry and his involvement in charity work. He is the main vocalist of the Irish rock band U2. He is also a leader in the fight against poverty and hunger and is especially recognized for his activism in Africa. Bono’s involvement gives Product (RED) a huge advantage due to his fame. Bono is an influential celebrity who has contributed a lot to Product (RED) and its success.

Celebrity endorsements:
There are many celebrities who endorse (RED) products. Celebrities can be seen promoting Product (RED) through
• advertisements
• public relations events
• clothing lines

Celebrities are credible sources that many people admire; therefore knowing that they support this cause influences other people to think about Product (RED) and its message. Celebrities are powerful sources in the media.

Idea branding through consumerism:
The (RED) image has been distributed all over products including clothes and technology. People recognize the brand (RED) logo because it is placed on a wide variety of products. People have become familiar with this logo and are beginning to understand the (RED) message through repetition.

Idea branding through consumerism and celebrity endorsements have encouraged the public to think about Product (RED) in their everyday lives.

Written by Laura Modjeski