Sold a dream: An experimental test of the predictions of the Elaboration Likelihood Model of Persuasion in a predatory student lending scenario
Date of Award
Doctor of Philosophy (PhD)
Jessica Choplin, PhD
Tim Cole, PhD
Ralph Eber, PhD
Understanding why consumers fall prey to fraud and scams is a critically important area of research. Yet few comprehensive models of fraud victimization exist. The Elaboration Likelihood Model of Persuasion (ELM; Petty & Cacioppo, 1986) is a possible exception (e.g., Rusch, 1999; Langenderfer & Shimp, 2001; Lea et al., 2009), but the predictions of ELM remain to be empirically tested in a fraud-related decision context. Here, four experiments testing the predictions of ELM in a predatory student lending scenario are presented. Although results only partially supported the predictions of ELM, it is suggested that ELM can continue to serve as a useful framework to better understand consumers’ vulnerability to fraud. With 44 million student loan borrowers in the U.S. today owing a collective $1.48 trillion, it is critical that research continues to focus on better understanding disadvantageous decision-making in this context.
Pytel, Lauren M., "Sold a dream: An experimental test of the predictions of the Elaboration Likelihood Model of Persuasion in a predatory student lending scenario" (2018). College of Science and Health Theses and Dissertations. 270.