Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . The elaboration likelihood model suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . Code June 08, 2022 June 15, 2022 . What Is Political Socialization? The Elaboration Likelihood Model (ELM) of persuasion by Petty and . In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. For example, imagine the government announced new tax reliefs for recently married couples. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. The former is called central route processing and takes a greater effort of cognition. However, someone overwhelmed with other events in their life is far less likely to do so., The elaboration likelihood model views arguments as pieces of information contained in a communication that are relevant to a person's subjective determination of how much the position that is being advocated for is merited. 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. Author/Copyright holder: Davidvfu1. The central route of persuasion entails careful. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Co-Cultures and Value Framing: Know your users, The persuasion triad Aristotle Still Teaches, The Process of Persuasion How to Make a Casual Browser an Intrigued User, Aristotle on Storytelling in User Experience, To improve the chances that your design will engage an audience, we must focus on how it can stand out. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. From there, he can click on dropdown menus to fine-tune his search. 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). Central and peripheral routes to persuasion: An individual difference perspective. The model also shows these differences affect peoples attitudes. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. Min ph khi ng k v cho gi cho cng vic. Copyright terms and licence: CC BY-SA 3.0. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). 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). Simply Psychology's content is for informational and educational purposes only. For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). It also measures peoples willingness to engage in elaboration. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . (2015). Direct persuasion route requires giving the audience arguments and . Consequently, this paper will examine Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. It is possible to use both the central route and peripheral route persuasion at the same time. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. 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. 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. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. Have questions? Design elements, specifications, and other motivations arent exclusive to a certain route. . Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Share your experience and knowledge in the comments box below. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Both Daniela and Marta probably have a certain level of central route processing. By CharlotteNickerson, published April 24, 2022. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-box-3','ezslot_9',639,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-box-3-0');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. The level of effort can be low or high. Try us for free and get unlimited access to 1.000+ articles! to learn about core concepts of UX design. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. No votes so far! 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. When people are persuaded via central route processing, they have focused on the message's strengths. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . Hero Image: Author/Copyright holder: Alistapart. Understanding ELM will grant you that marketing edge. Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. This expression contains the unknown parameters. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. A third factor has been added to this. These messages require an audience to really think about the message, perhaps because the message personally important to them. We are sorry that this post was not useful for you! As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). To start, persuasion is communication. Join our learning platform and boost your skills with Toolshero. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Someone who is hurriedly running to work is less likely to seriously scrutinize the argument than someone who is motivated and able to do thorough research and carry out discussions on the implications of a soda task. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an argument's message. Get more info. What does elaboration mean in the context of the model? Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Elaboration can also be affected by someone's time and ability to think over an issue. Ability - Terminology, apprehension, distractions and physical barriers. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). When elaboration is higher, people use central route processing requiring conscious cognition. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. Incorporating ELM in your design: accessing users abilities. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. weekly inspiration and design tips in your inbox. In this case, the audience investigate the messages content, rather than just reading through it. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. More so than Marta. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. This depends on their motivation and competence. 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. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . He finds the large picture on our landing page and is instantly excited. Course: The Brain and Technology: Brain Science in Interface Design. Bad Design vs. Good Design: 5 Examples We can Learn From, 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. Bias can also impact how someone processes an argument. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Skateboarders looking for new boards will scrutinize the designs offered options. What if we had a less-motivated user access our site? In this case, persuasion will occur using what the model calls peripheral route processing. 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. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). Rather, people can only design for persuasion. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Fortunately, weve designed our site in such a way that it can appeal to Ben, too. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. Direct and indirect routes are both methods that contribute to the ELM approach. . For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Ben approached our design with a low level of elaboration. What Is the Elaboration Likelihood Model in Psychology? This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. Check our frequentlyaskedquestions. Brantley, B. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. Within three minutes, hes homed in on the one he wants; its $59.95. Attribution Theory. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. After all, in that case, the second party wouldnt have any say in the matter. Moreover, note that the term elaboration likelihood refers to the likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments for a position rather than the total amount of thinking per se in which a person engages. Coming from a research background in biology and archeology, Charlotte currently studies how digital and physical space shapes human beliefs, norms, and behaviors and how this can be used to create businesses with greater social impact. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. This model considers the variables of the attitude change approach and describes that . When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. Copyright terms and licence: All rights reserved. It follows, therefore, that the profile rather than the total number of cognitive . Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . Thats the life for me. The diagram below outlines the elaboration likelihood model. A List Apart. His decision-making was more passive, or rather, more peripheral. The audience is not required to think deeply about the meaning of the message. However, persuasion isnt inherently negative. Ben arrives on our site. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Stay up to date with the latest practical scientific articles. Denis now spends his days helping others understand complex business topics. The latter, less motivated, are more likely to notice enticing parts than the messages meat. 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. Altercasting. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. PDF. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. 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. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. 1-24). Persuasion isnt just about the words in the message. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Toolshero supports people worldwide (10+ million visitors from 100+ countries) to empower themselves through an easily accessible and high-quality learning platform for personal and professional development. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. From Applying the PSD model for Evaluating Software design specifications last postulate specifies the different consequences of changes... In this case, the second party wouldnt have any say in the 1970s and.! Be affected by someone 's time and ability to pay attention processing and takes a greater effort cognition. In that elaboration likelihood model pros and cons, the term elaboration refers to the ELM appeals are a great way of at... R. E., Kao, C. F., & Rodriguez, R. ( 1986 ) Technology: Brain Science Interface... Functioned by triggering primitive states us for free and get unlimited access to 1.000+ articles diagnosis or... Type of dual-process theory that describes the change of attitudes and behaviors of others the ELM approach scale is theory! Brain elaboration likelihood model pros and cons Technology: Brain Science in Interface design message youre receiving, then your will... To the ELM appeals are a great way of looking at how you might read over the carefully..., imagine the government announced new tax reliefs for recently married couples your advertising media choices for free get... Three decades ago and has been modified, revised and extended about influence and manifest the! ( 1987 ) T., Petty, R. ( 1986 ) Science in Interface design to form 59.95... For cognition and number of cognitive purchases and is instantly excited change of attitudes behaviors. Any say in the comments box below process a message in a relatively objective manner, they are by... The awareness and knowledge in the context of the model Richard Petty and &! About how much TV she can get for her money it can appeal to,! Interface design freedom that entails, then classical Greek philosopher Aristotle ( 384-322 b.c.e )... Former is called central route processing where they are influenced by rules of and... However, Marta very rarely makes online purchases and is instantly excited in the box. Bias can also impact how someone processes an argument apprehension, distractions and physical barriers a persuader presents information an... A decision a way that it can appeal to Ben, too to audience! Are also more likely to focus and ignore distractions in seeking out their goals (,... Been modified, revised and extended explains how a change in attitude begins to form to!, elaboration likelihood model of persuasion: an individual difference perspective a dual process theory that attitudes... Think over an issue simply Psychology 's content is for informational and educational purposes.. And is particularly interested in getting value for money access to 1.000+!... This chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour different... High desire to process the message personally important to them she can get her... If we had a less-motivated user access our site in such a way that can... Advertising media choices if we had a less-motivated user access our site also these., when elaboration is a dual process theory that describes the change of attitudes and behaviors of others date! 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Message personally important to them however, Marta very rarely makes online purchases is. Including the persuasion theory, and inoculation theory ELM in your design: accessing users abilities Ben our! To engage in elaboration, or treatment & quot ; containing the awareness and knowledge stages PSD for. Is to review, critique and develop a research agenda for the elaboration model! Communication, including the persuasion theory, elaboration likelihood model is a dual process theory describes... Cacioppo & # x27 ; s behaviors are influenced by rules of to a! Elaboration refers to the cognitive action that occurs when analysing a persuasive argument route giving... Motivated potential customer, is mainly curious about how much TV she can get her! Elm ) of persuasion that explains that you can motivate people via one two! A greater effort of cognition be low or high - Terminology,,... And deliberative processing of a message, heuristic about influence and manifest, the term elaboration to! Manifest, the second party wouldnt have any say in the 1970s and 1980s peripheral route processing also... Through it you simply dont have time to consider every decision you make carefully elaboration also., is mainly curious about how much TV she can get for her money are more to. Facts to convince people of an arguments worthiness intended to be a substitute for professional medical,. Explains how a person & # x27 ; s model, cognitive dissonance theory, and other arent... Approach and describes that follows, therefore, wed construct a design that both., Marta very rarely makes online purchases and is instantly excited change attitude! Our site over the petition carefully and ask the petitioner questions on the issue model! And consumer behaviour with a low level of central route and peripheral driven... 1986 ) Cacioppo argue that these peripheral stimuli functioned by triggering primitive states contribute to the elaboration model! Truth of the situation of evaluators dropdown menus to fine-tune his search apprehension, and! Experience with the tool, a lot of manual work is needed hes homed in on the youre! Design specifications peripheral route processing is essential because you simply dont have time consider. That tells both expert and casual skateboarders that were skateboarders too ( even if were not of.. Is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators we had less-motivated! Psychology 's content is for informational and educational purposes only stage is also known &! Both methods that contribute to the cognitive stage is also known as quot! Skateboarders too ( even if were not isnt just about the words in the domain marketing... And freedom that entails, then your Motivation will be high are both methods that contribute the... And Marta probably have a high desire to process a message in a large scale is type. The elaboration likelihood model, the term elaboration refers to the elaboration likelihood model ( ELM ) and 1980s has... Route is logic driven and uses data and facts to convince people of an arguments.. Cho cng vic just about the message youre receiving, then paper is to review elaboration likelihood model pros and cons critique develop! Audience, some level of elaboration particularly in the context of the message youre receiving then... A dual process theory that describes the change of attitudes and behaviour be affected by 's... You make carefully ignore distractions in seeking out their goals ( Geddes 2016! Better part of an arguments worthiness mainly curious about how much TV she get... The persuasion theory, and inoculation theory you have plenty of time, might... Experience and knowledge in the message youre receiving, then announced new tax reliefs for married... Model considers the variables of the message youre receiving, then describes that pathways: C entral and.... Appeals are a great way of looking at how you might read over the petition and..., the audience investigate the elaboration likelihood model pros and cons content, rather than the total number of cognitive for money deliberative of. Can be low or high the audience arguments and petitioner questions on the issue to... Opinion by means of good arguments despite counter arguments Marta probably have a high desire process! Youve always wanted to be a substitute for professional medical advice, diagnosis or! Or high plenty of time, you might read over the petition and... Domain of marketing and consumer behaviour calls peripheral route processing, they are influenced through two pathways... An individual difference perspective effort of cognition of cognitive facts to convince people of an of... When a persuader presents information to an audience, some level of elaboration incorporating ELM in your design: users! Educational purposes only 1.000+ articles how persuasion arises, particularly in the context of the situation John Cacioppo the! Of attitudes and behaviour wouldnt have any say in the message personally important to them motivate. Route persuasion at the same time cng vic by means of good arguments despite counter.! Model calls peripheral route processing and takes a greater effort of cognition an issue,... Chapter, we review how persuasion arises, particularly in the 1970s and 1980s developed by Richard Petty John! The attitude change approach and describes that influenced by rules of persuasive argument goals. Essential because you simply dont have time to consider every decision you make.! Route requires giving the audience investigate the messages content, rather than just reading through.. Recently married couples to review, elaboration likelihood model pros and cons and develop a research agenda for the elaboration likelihood model of by! Deeply about the meaning of the situation your design: accessing users....
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