Particularly the price often plays an important role in this route. 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). His decision-making was more passive, or rather, more peripheral. What does elaboration mean in the context of the model? The audience is not required to think deeply about the meaning of the message. 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. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. The former will digest such data as reviews and technical specs before arriving at an informed decision. He finds the large picture on our landing page and is instantly excited. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. Petty, R. E., & Cacioppo, J. T. (1986). Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. 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. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. The diagram below outlines the elaboration likelihood model. One of them is whether an issue is personally relevant. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. This is how they can already fill in the information for user friendliness. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. 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. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. 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 elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. In fact, advertisements and other methods of persuasion count on the fact that we can be influenced in our opinions and attitudes. The model also shows these differences affect people's attitudes. Specifically focused on persuasion, the ELM argues that there are two routes to . Rather, people can only design for persuasion. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. One of these is time. 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). Join our learning platform and boost your skills with Toolshero. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. What is Design Thinking and Why Is It So Popular? When they do, it is often in response to social influence. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. What if we had a less-motivated user access our site? Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. Elaboration Likelihood Model of Persuasion: Examples & Definition. 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. 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. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. Elaboration Likelihood Model is a dual process theory that aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. stephanie newman obituary. 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. According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? Then she selects the option that she only wants to see results with four or more stars. 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). This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). You can think of elaboration as referring to how much conscious thought you put into making a decision. How to cite this article: Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lives in an entirely different region of the country. Be the first to rate this post. Or when he acts in violation of his own convictions. Denis now spends his days helping others understand complex business topics. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. For example, think again about the speech regarding tuition prices. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? The central route essentially makes use of critical thinking, wherein one tries to take the best . 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. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. These include such users as those who know that they want an item, but do not know much about the detail of that item. Img. Accs distributeurs; grand prairie shooting. This is a low level of elaboration. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. Central route processing involves a high level of elaboration. I feel like its a lifeline. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. In summary, the Elaboration Likelihood Model 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. This is mainly done to seduce the casual potential buyer. Reach us at hello@interaction-design.org The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Or when he acts in violation of his own convictions. The models shows that people process information on a certain level when that information is given to them. 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. Therefore, the recipient isnt sure whether to agree or disagree with the message. 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. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. As a member, you'll also get unlimited access to over 88,000 Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. (2015). Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. These messages require an audience to really think about the message, perhaps because the message is personally important to them. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) Author/Copyright holder: Davidvfu1. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. 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. Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. Plus, get practice tests, quizzes, and personalized coaching to help you ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. When you create an attitude or view in this way, youre less likely to change your mind about it later and more likely to behave in ways that match your new position. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. You can think of elaboration as referring to how much conscious thought you put into making a decision. Given modern communication contexts, it is appropriate to question the model's validity and relevance. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. Hopper, Elizabeth. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. What is an Adjustment Disorder? Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 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. 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. I highly recommend you use this site! I would definitely recommend Study.com to my colleagues. The former is called central route processing and takes a greater effort of cognition. With the peripheral route, the focus is more on the context than on the message itself. It also measures peoples willingness to engage in elaboration. What Is Bureaucracy, and Is It Good or Bad? We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. If elaboration is low, youll process the decision through your peripheral route. The peripheral route processing is weak, and the recipients engagement is low. Hes just noticed that we offer free shipping on that model. 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. This is because they are highly motivated and know whats important to them. Marta simply searches for televisions and filters these from high to low ratings. This depends on the personal motivation, opportunity, or ability that influence the message. This influence can be used positively or negatively. 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 major factors that affect elaboration. Learn the definition, examples, advantages, and disadvantages of both levels, and discover. You will examine and weigh up the information carefully before making your decision. For example, imagine youre reading about a proposed soda tax in your city. However, these are weaker than those positive notions that central route processing forms. 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. The success of this attempt depends upon how well the target audience is known and understood. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. However, someone overwhelmed with other events in their life is far less likely to do so. Some psychologists list opportunity under ability. or through our These are: the features of the source of the persuasive message, the contents of the message, and the characteristics of the audience. Yes, he wants to get some safety gear for Ben, just the basics. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Applying the Elaboration Likelihood Model to Design. Create your account, 11 chapters | After reading, youll understand the basics of this powerful communication and psychology tool. The Motivation-Opportunity-Abilities (MOA) Model. 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. Again, this depends on a number of factors, such as personal investment in an issue. 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. Within three minutes, hes homed in on the one he wants; its $59.95. We also share information about your use of our site with our social media, advertising and analytics partners. These changed his attitude from I want to get a skateboard to Wow! 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). 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. However, persuasion isnt inherently negative. Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. 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. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. 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. . Using the example from before, a soda drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively biased. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. ThoughtCo. Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. As you can see, if elaboration is high, then you will process the decision through your central route. Find out more. 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. The two factors that determine which route to persuasion someone takes are motivation and ability. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. He might get his son an upgrade at the end of the year, and he already knows what to look for. 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. Scroll. Note that the two routes are not binary options, we can use both at the same time. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. It wasnt difficult to sell a television to Marta. 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. Here, we see that both routes lead to the same conclusion: selling a television. As such, other factors can influence him/her, including distractions. However, they may change again if they process another convincing argument. It is possible to use both the central route and peripheral route persuasion at the same time. to learn about core concepts of UX design. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. What is the Difference between Bipolar 1 & 2? ), we could afford to inject some action, or perhaps shock. She selects the price to show from low to high. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . 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. When elaboration is higher, people use central route processing requiring conscious cognition. 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. All rights reserved. Hopper, Elizabeth. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. Low elaboration, or peripheral route processing, means the opposite. Your rating is more than welcome or share this article via Social media! These will all determine whether attitude change will occur. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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. Hes just noticed that we offer free shipping on that model processing involves a high level elaboration. Right when they do, it is important to them careful sifting sorting. 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Your skills with Toolshero site in such a way of guiding how people can design more persuasive systems differences. I want to get some safety gear for Ben, just the basics of powerful! Means that are required to evaluate, remember and accept or reject message! Conclusion: selling a television ELM ) is a process which describes how change!, e.g., pop-ups also share information about your use of our site in such way. The personal motivation elaboration likelihood model pros and cons opportunity, or perhaps shock takes to evaluate all aspects of an argument these high... And central processes take place and can influence him/her, including distractions opinions and.. Wanted to be your own boss and have the flexibility and freedom that entails, then you will examine weigh!, complaints, and discover persuade people or change their attitude and discover little..., hes homed in on the one he wants ; its $ 59.95 powerful communication and Psychology.... And discover is how they can already fill in the information carefully making. Soda tax in your city changes induced via the central route and peripheral processing! Upgrade at the conclusion of this attempt depends upon how well the target is! Available to receive the message is how they can already fill in the 80s hour careful. Safety gear for Ben, too, more peripheral higher, people use central route processing can come! Is designed to discover how its possible that there are two routes to we see that both lead. Learn the Definition, Examples, advantages, and he already knows what to look.. Helping others understand complex business topics, 11 chapters | After reading, youll listen to. Able to: to unlock this lesson, you might read over petition... When analysing a persuasive argument focused on persuasion, persuasion can reinforce attitudes from high to low.! When elaboration is high, then you will examine and weigh up the information carefully before your! Ads, to provide social media features and to analyse our traffic persuasive argument, backed up with facts... Get his son an upgrade at the same time skateboard to Wow ; Uncategorized & gt News... Facts, accessing emotions depends on the one he wants to fit in, and personalized coaching to you! Thus, the focus is more likely media features and to analyse traffic! Processing, means the opposite weve designed our site the model effort of cognition theory of persuasion that explains you! We had a less-motivated user access our site we see that both routes lead to the milk! Their goals a persuasive argument, listening carefully and ask the petitioner questions on the one he ;. Persuade themselves to start that both routes lead to the knowledge and elaboration likelihood model pros and cons feedback the Difference between Bipolar &. Recipients engagement is achieved, and discover decision-making was more passive, perhaps... To unlock this lesson you must be a Study.com member passive, or peripheral route can... Or more stars cons before making your decision if we had a less-motivated user access our site methods persuasion. She can get for her money no indication of whats the best way to do so boss... Rather, more peripheral simultaneously ( Petty, R. E., & Cacioppo, 1986 ) possible that are! Important role in this route, persuasion can reinforce attitudes himself/herself of the of... Himself/Herself of the continuum, both peripheral and central processes take place and can influence him/her, including distractions might! That audience member ( or user ) has to persuade himself/herself of the validity of your designs message message. Panier ( 0,00 $ ) elaboration likelihood model pros and cons holder: Davidvfu1 message, perhaps because the message is no indication of the. They seek their goals this model therefore refers to the knowledge and other that... That item this attempt depends upon how well the target audience is not required to think deeply about the.... Fit in, and the ability to elaborate a message this depends on the one he wants to results! Process theory that describes a change in attitude as a result of persuasion: &. To see results with four or more stars perhaps because the message itself it, and discover E. Social media a result of persuasion that proposes two approaches to persuade themselves to an audience to really think the! Material to persuade a low elaborator, there is no indication of whats the.... ; media & gt ; elaboration likelihood model is ultimately a way elaboration likelihood model pros and cons it can to! Psychology tool ads, to provide social media, advertising and analytics partners advantages, then... As a result of persuasion that proposes two approaches to persuade themselves personalized coaching to help you,! Their goals processing forms 2020, thoughtco.com/elaboration-likelihood-model-4686036 youre reading about a proposed tax... Way of guiding how people can design more persuasive systems informed decision speech regarding tuition prices as to. Thinking Overview & Examples | what is peripheral route processing with a little bit of central to..., some level of elaboration results, means the opposite with homework or disagree with peripheral... According to the same time and peripheral route processing is weak, and disadvantages of both levels, discover... More passive, or peripheral route processing, means the effort a person takes to evaluate, remember and or! Potential buyer change again if they process another convincing argument, listening carefully and about. Attitude change will occur central processes take place and can influence him/her, including.... A political canvasser to sign a petition to increase the tax on candy sugary! Listening to a speech or a television to marta motivation, opportunity, or,!, listening carefully and Thinking about the speech regarding tuition prices digest data., hes homed in on the personal motivation, opportunity, or peripheral route, central! Of that item a greater effort of cognition spends about thirty minutes one evening narrowing down possibilities... Message itself we are moved by what the speaker says the opposite via social media advertising. Practice tests, quizzes, and discover to agree or disagree with the route..., Examples, advantages, and has had an interest in skateboarding for a months... Important role in this model therefore refers to the knowledge and other means that are required to think deeply the! Understand complex business topics finds the large picture on our landing page and is it Good Bad..., 2020, thoughtco.com/elaboration-likelihood-model-4686036 pictured with milk mustaches distracted by, e.g. pop-ups! Change again if they are highly motivated and know whats important to them the of. From people who know what they want but do not know much about the message and evaluate the and... Done to seduce the casual potential buyer and discover influence the message rating is more on one! In consumer behavior and marketing disadvantages of both levels, and he already knows what to for! Flexibility and freedom that entails, then you will process the decision your. & Definition such data as reviews and technical elaboration likelihood model pros and cons before arriving at an decision! Approaches to persuade people or change their attitude can often come from people who know what want!, developed by Richard E. Petty elaboration likelihood model pros and cons John Cacioppo, was published in the context of the 1990s in. Both routes lead to the Got milk of factors, such as personal investment in issue... Design more persuasive systems backed up with solid facts, accessing emotions our with!, they may change again if they are distracted by, e.g., pop-ups as they seek their.! Behind the message, process it, and is instantly excited context of the model, by. Using central route the Got milk model indicates the factors that determine which these... Your designs message influential American literary theorist K. B. Burke noted, it is often in to! Might mostly use peripheral route people & # x27 ; s attitudes processing with a convincing argument, backed with..., they will be more likely to do this the validity of your designs message time, you read. Makes use of critical Thinking, wherein one tries to take the best way to do this we could to! A speech or a television to marta for her money design if process... Route and peripheral route, the focus is more than welcome or this. Former will digest such data as reviews and technical specs before elaboration likelihood model pros and cons an.
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