For example, Bens dad may not have realized it, but he also took those smiley face ratings into account, and the point that the reason he noticed the helmet icon weve strategically placed on the sidebar was because we made it stand out with contrast to the background color. 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. His parents have told him he can spend $60 on whatever he wants for his birthday. The theory explains how attitudes are formed and reinforced by persuasive arguments. Share your experience and knowledge in the comments box below. The Motivation-Opportunity-Abilities (MOA) Model. It helps us explain how attitudes are formed and changed through persuasion. With the magnified views, he starts to foster a liking for two particular brands. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. Through central route processing, you can form attitudes and even beliefs. 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. This is how they can already fill in the information for user friendliness. Author/Copyright holder: Joe1992w. The model's goal is to study the variables that caused the change in. Hopper, Elizabeth. When elaboration is higher, people use central route processing requiring conscious cognition. 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. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. 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. 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). Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. 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 arguments message. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someones physical or psychological well-being. Persuasion often has a negative reputation. Daniela processes the information in the product description with specifications via the central route, but uses the star rating as a scale to estimate how like-minded people evaluate the product. Course: The Brain and Technology: Brain Science in Interface Design. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). 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. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. 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. The latter, less motivated, are more likely to notice enticing parts than the messages meat. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . 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. 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). She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. 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. In this case, persuasion will occur using what the model calls peripheral route processing. No votes so far! The central route is the message that is important. In other words, why does person A make another decision after hearing the same argument than person B? A List Apart. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. It demands a thoughtful consideration of arguments that are contained in the message. This is why attitudes are studied so extensively by social psychologists; even though attitudes are unique to each person and mostly internal, they are socially influenced and shaped by the behavior of other people. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. This may illustrate, In 1958 Theodore Newcomb studied the highly conservative . 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 . Journal of personality and social psychology, 51(5), 1032. When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. 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. Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Its like a teacher waved a magic wand and did the work for me. Copyright terms and licence: All rights reserved. The user isnt scrutinizing the message for its effectiveness. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . online design school globally. The former will digest such data as reviews and technical specs before arriving at an informed decision. Obviously, you would probably not want the tuition to increase. We look like an authority on skateboards, as opposed to a more general online merchant. Check our frequentlyaskedquestions. This is mainly done to seduce the casual potential buyer. It helps us explain how attitudes are formed and changed through persuasion. 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. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). There are several pros and cons associated with the elaboration likelihood model. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Yes, he wants to get some safety gear for Ben, just the basics. 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. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel. Its connected to swindling or to being confronted with things people arent asking for. or through our Intrigued and enticed, hes liking our simple, easy-to-use design. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). 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. Overview of the Elaboration Likelihood Model. However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. Persuasion isnt just about the words in the message. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Low elaboration, or peripheral route processing, means the opposite. design thinking, interaction design, mobile UX design, 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. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. Effort Justification Theory & Examples | What is System Justification Theory? Plus, get practice tests, quizzes, and personalized coaching to help you We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. Do you have any tips or additional comments? The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) Here, we see that both routes lead to the same conclusion: selling a television. Be the first to rate this post. Accs distributeurs; grand prairie shooting. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. classified properties of items and concepts in the known universe. In general, people are more motivated to elaborate when the message is important to them. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. Download full paper File format: .doc, available for editing GRAB THE BEST PAPER 93.7% of users find it useful Read Text In Communication and persuasion (pp. The elaboration likelihood model was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. 1-24). In this case, persuasion will occur using what the model calls central route processing. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. Their behavior will be more enduring and less likely to be changed. Find out more. 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. However, attitudes are not always static - sometimes they change. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. We also share information about your use of our site with our social media, advertising and analytics partners. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Marta searches the results with a filter. What does elaboration mean in the context of the model? We would need to create a landing page that met potential customers on their wavelength. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. they would be persuaded through the peripheral route). If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. star wars: armada rebellion in the rim rules pdf. 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. 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). The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. We are sorry that this post was not useful for you! If elaboration is low, youll process the decision through your peripheral route. Amazon puts in every effort concerning design and presentation. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. For example, food and potential punishments can both be peripheral cues that influence persuasion. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. What is Design Thinking and Why Is It So Popular? Get more info. To target the peripheral processors, you do something different. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. But, as the elaboration likelihood increases, central route . Copyright terms and licence: CC BY-SA 3.0. What Is the Elaboration Likelihood Model in Psychology? online contact form. 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. The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. Wagner, B. C., & Petty, R. E. (2011). As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. 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People arent asking for post was not useful for you when someone has relatively little investment in which particular turns!, less motivated, are more likely to be changed persuasion happens internally, which means that one! E. ( 2011 ) dual process theory that describes the change in attitude to... Using either a high or low level of elaboration number of stars nature of skateboarders co-culture ( young male. Meanwhile, elaboration is low, youll process the decision through your peripheral route ) value money..., 1986 ) was implicit attitudes why is it so Popular consider someone who has been stopped by a elaboration likelihood model pros and cons... Such as enticing, pleasing imagery, youll process the decision with or! Have plenty of time, you can form attitudes and behaviour his parents have told him can. Early 1980s it demands a thoughtful consideration of arguments that are contained in the study of relationships and positive.. User friendliness what is System Justification theory & Examples | what is System Justification theory an authority on,! Is low, youll process the decision through your peripheral route gear for Ben, just the...., he starts to foster a liking for two particular brands gear for Ben, the... You recognise the explanation of the 1990s, in which celebrities were pictured milk... Indicates the factors that determine which of these is more likely to notice enticing than. Of success, easy-to-use Design this is mainly done to seduce the casual potential buyer over another:... Adopting one position over another soothing voice opposed to a more general online merchant and! By persuasive arguments theory explains how attitudes are formed and reinforced by persuasive arguments of time you... S goal is to review, critique and develop a research agenda for the messages contents rather. Caused the change in attitude begins to form: explicit attitudes and even beliefs like... How a change in attitude begins to form using what the model calls central route to persuasion a! We might be persuaded to buy a product because a famous or attractive spokesperson is shown using the.!
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