The ELM model

Figure 9. Brand consumers reviews

According to online activity, the brand’s overall satisfaction rating is bad or medium, always less than 4 stars, where opinions may vary, from weak customer service and bad refund policy to a good satisfaction of the product (Anthropologie, 2020; sitejabber, 2020).

I guess that, regarding the hierarchy of effects, this consumer enhances its attitude toward a product after he buys it. Acting first on the basic knowledge and forms an evaluation only after the purchase, framing the low-involvement hierarchy: think, do and feel - where ‘’attitudes are based on behaviour learning processes’’ (Solomon, 2020).

Attitude towards the brand differs from attitude towards an advertising (Sethna and Blythe, 2020). In the first can be affected by different factors and the latter is meant to cause an affective response, like the campaign video presented above.

The ELM models

The Elaboration Likelihood Model suggests two main routes, in which the communication can be made to persuade the customer to change the attitudes towards a product or brand, depending on how involved they are.

Although Anthropologie customers tend to be loyal and attentive for the trends and details, using a cognitive consumer decision to repeat the purchase behaviour. They should find the message relevant, high interested, focusing on the arguments and creating cognitive responses, choosing the central route to persuasion path.