- Ray Bueno
- Sep 16
- 2 min read
Ever scrolled past an ad without even noticing it—and then later clicked on one that just felt right? That’s the challenge of marketing today. In a world of short attention spans and endless options, the edge goes to businesses that can read how people build attitudes and what gets them to say yes.
Attitudes Drive Action
Attitudes aren’t just opinions. They’re built on three parts: what people think, how they feel, and how they’re likely to behave. If your marketing only speaks to product features (the logical side) but ignores emotion, you’re missing the bigger picture. The most effective campaigns connect both head and heart—because that’s what drives decisions.
Two Paths to Persuasion
The Elaboration Likelihood Model (ELM) explains why some messages resonate while others vanish in the scroll. It comes down to two routes:
Central Route: When people care deeply, they want substance—facts, comparisons, ROI.
Peripheral Route: When people aren’t that engaged, cues like visuals, humor, or brand image carry more weight.
According to Medium’s A Marketing Hack: The Elaboration Likelihood Model, Apple leans on sleek design and emotional storytelling—classic peripheral persuasion that appeals to feelings more than facts. Doritos, on the other hand, makes bold, memorable claims in Super Bowl ads that spark conversation and stick in people’s minds, a central-route tactic aimed at high involvement.
Why This Matters
Your customers don’t just buy products. They buy what those products represent, how they make them feel, and how clearly they solve a problem. If you can spot when your audience is in “deep-think” mode versus “scroll-and-glance” mode, you can craft messages that actually land instead of getting ignored.
High involvement? Lead with case studies, demos, and data.
Low involvement? Lean on visuals, social proof, or a story that hits an emotional nerve.
Action Steps You Can Use Today
Map their mindset. Are they researching seriously or browsing casually?
Blend logic with emotion. Don’t choose between facts or feelings—combine them.
Test your appeals. Run side-by-side campaigns with rational vs. emotional angles.
Stay consistent. Repetition reinforces attitudes, and strong attitudes fuel loyalty.
Final Word
Winning attention isn’t about turning up the volume. It’s about speaking to both the head and the heart. Do that well, and people won’t just notice you—they’ll stick with you.
If you missed last week’s post on how to ease buyer’s remorse and turn shaky customers into loyal ones, check it out here.
