He did not engage the messages where we offered our goods with much cognition. This is where our strong visual hierarchy starts helping the user on his journey. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. What does elaboration mean in the context of the model? Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. Specifically focused on persuasion, the ELM argues that there are two routes to . Central route processing requires your conscious thought and critical thinking. Be the first to rate this post. What about text? And, you probably wouldn't pay much attention to what the speaker is actually saying. Although the elaboration that someone carries out on a persuasive message can proceed in a relatively objective or biased manner, people can, in some contexts, be unmotivated or unable to engage in either kind of message elaboration. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. These will all determine whether attitude change will occur. Because theyll be reckoning so much on what the message is telling them, a decision to agree with it will be because of the users work (i.e., thought). If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Thats the life for me. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. There are other times when people are not motivated by the facts and instead are persuaded by superficial things, such as the attractiveness or fame of the person delivering the message. It also measures peoples willingness to engage in elaboration. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. Source and message factors in persuasion: A reply to Stiffs critique of the elaboration likelihood model. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). It wasnt difficult to sell a television to Marta. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Denis now spends his days helping others understand complex business topics. Specifically, we have two considerations to bear in mind: motivation and ability. The audience will put less effort into investigating the message and is influenced by secondary factors. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. What is an Adjustment Disorder? Knowledge of the demographic profile of a target audience, e.g their level of need of cognition, can also guide internet marketers to design appropriate promotional materials and review formats in order to influence online shoppers effectively. lessons in math, English, science, history, and more. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. Intrigued and enticed, hes liking our simple, easy-to-use design. copyright 2003-2023 Study.com. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. For example, food and potential punishments can both be peripheral cues that influence persuasion. Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. Daniela is very interested in technical gadgets and a regular customer of Amazon. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. Even if we want to elaborate, it can be difficult if we dont have the ability. The peripheral route processing is weak, and the recipients engagement is low. For example, imagine that youre approached at the supermarket and asked to sign a political petition. An individual must have both motivation and the ability to pay attention, which leads to the central route to persuasion. When they do, it is often in response to social influence. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. The Central route creates a long-lasting attitude change. The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. What does elaboration mean in the context of the model? "What Is the Elaboration Likelihood Model in Psychology?" This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. After all, in that case, the second party wouldnt have any say in the matter. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Amazon wants to persuade both people to purchase their new TV via their website. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. You can think of elaboration as referring to how much conscious thought you put into making a decision. What do you believe are factors that affect the way people are influenced? As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. He might get his son an upgrade at the end of the year, and he already knows what to look for. It is long and boring, and you zone out for a bit. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. 1-24). Img. However, persuasion isnt inherently negative. Essentially, elaboration is a spectrum from low to high. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. One of these is time. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Is it possible to use both processing routes? But, you also need the ability to listen in order to take the central route. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986). - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. Its like a teacher waved a magic wand and did the work for me. Applying the Elaboration Likelihood Model to Design. The level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. We've previously discussed attitudes: what they are, where they come from and how to measure them. To target the peripheral processors, you do something different. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. such as listing the pros and cons to make an important life decision. In other words, why does person A make another decision after hearing the same argument than person B? The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. His decision-making was more passive, or rather, more peripheral. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. According to the model, this is possible in two ways. The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. In this case, persuasion will occur using what the model calls peripheral route processing. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Central route processing involves a high level of elaboration. elaboration likelihood model pros and cons. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Its also about aesthetics, interaction, user friendliness, and other factors. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect. All rights reserved. The model was introduced by Petty and Cacioppo. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. What Is the Elaboration Likelihood Model in Psychology? As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. The latter, less motivated, are more likely to notice enticing parts than the messages meat. By clicking Accept All Cookies, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. The elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. They take shortcuts and jump to conclusions on the basis of limited information. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important/relevant to them, so they tend not to process the information in-depth they are cognitive misers. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. If youre highly interested in a topic and have the ability to think about your decision, then you will be likely to elaborate on your decision. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. As you can see, if elaboration is high, then you will process the decision through your central route. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. An example of this is the cognitive dissonance theory. When elaboration is higher, were more likely to be persuaded through the central route. When people are persuaded via central route processing, they have focused on the messages strengths. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. Bad Design vs. Good Design: 5 Examples We can Learn From, Special Offer: Learn Mobile UI Design and Get 20% off, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . An error occurred trying to load this video. At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. development of technology has now created the opportunity and even the likelihood of a global culture. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. First, you decide to create an ad targeting central route processors. I need to get a good board like that one, now!. The elaboration likelihood model of persuasion. We also share information about your use of our site with our social media, advertising and analytics partners. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. Do you want unlimited ad-free access and templates? Impression Management: Festinger's Study of Cognitive Dissonance, Post-Decision Dissonance & Counterattitudinal Advocacy, How to Disagree with the Group: Examples of Idiosyncrasy Credits, The Effects of Framing on Consumer Behavior, Prejudice in the Classroom: Jigsaw Groups. The central route is the message that is important. Marta then sees the options and selects the television with the highest rating for the best price. In this case, persuasion will occur using what the model calls central route processing. The success of this attempt depends upon how well the target audience is known and understood. In the peripheral route, we might also be persuaded to support something because we see that there are a lot of arguments in favor of itbut we might not carefully consider whether these arguments are actually any good. Lets say that Ben, 14, has just moved to a new city and started a new school. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. a. This depends on the personal motivation, opportunity, or ability that influence the message. Particularly the price often plays an important role in this route. Social Judgment Theory Background & Examples | What is Social Judgment Theory? Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. The elaboration likelihood model was adapted to investigate the potential impact of hazard type, information source, and persuasive content of information on individual engagement in elaborative . Course: The Brain and Technology: Brain Science in Interface Design. For example, someone who wants a career that involves travel but also pays well is more likely to process via the peripheral route than someone who is knowledgeable about the specifics of careers (Geddes, 2016). You can think of elaboration as referring to how much conscious thought you put into making a decision. If you are attending next year, it's likely this subject would be important to you, and so you would listen closely to the argument. (2019). So, you will need to keep persuading them. The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. Protective Motivation Theory 13. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Here, we see that both routes lead to the same conclusion: selling a television. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. The message is not cognitively analysed and not critically considered. . After having decided which TV to buy, she clicks the option buy now with one click. Join our learning platform and boost your skills with Toolshero. These include such users as those who know that they want an item, but do not know much about the detail of that item. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used, which typically results in a temporary change in attitude that is susceptible to additional change. helfare clothing matt jones Petty, R. E., Kasmer, J. With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986). When elaboration is higher, people use central route processing requiring conscious cognition. ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. Within three minutes, hes homed in on the one he wants; its $59.95. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. If you are motivated to listen but can't hear the speaker or are distracted by something else, you will end up using peripheral cues (such as the length of the speech) instead of a central argument. Do you have any tips or additional comments? According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. (That said, even when using the central route, we may still end up processing information in a biased way.). However, they may change again if they process another convincing argument. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). This is because they are highly motivated and know whats important to them. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. Author/Copyright holder: Davidvfu1. It helps us explain how attitudes are formed and changed through persuasion. Hopper, Elizabeth. As a result, the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986). Given modern communication contexts, it is appropriate to question the model's validity and relevance. Communication, and therefore persuasion, occurs frequently in daily situations. Users know whats important to them; consequently, they will invest in examining a credible designs message. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Enrolling in a course lets you earn progress by passing quizzes and exams. Hes just noticed that we offer free shipping on that model. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. The danger element appeals to him. The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. They did this by proposing two routes of persuasion that the results of previous studies can fall into. In 9 chapters, well cover: conducting user interviews, On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. ), we could afford to inject some action, or perhaps shock. In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. There are several pros and cons associated with the elaboration likelihood model.

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