Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The level of effort can be low or high. Intrigued and enticed, hes liking our simple, easy-to-use 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. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). designers and get We've previously discussed attitudes: what they are, where they come from and how to measure them. 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. 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. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. This will make it more difficult for competitors of Amazon to convince her to buy from them. Motivation typically comes in the form of personal relevance. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. Users know whats important to them; consequently, they will invest in examining a credible designs message. Scroll. What does elaboration mean in the context of the model? For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. online design school globally. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Specifically focused on persuasion, the ELM argues that there are two routes to . 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!). 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. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. The Asch Study & Solomon Asch | Importance of Solomon Asch, CPM & HEM Positioning Approaches: Comparison & Examples, FTCE School Psychologist PK-12 (036) Prep, UExcel Social Psychology: Study Guide & Test Prep, Research Methods in Psychology: Help and Review, Abnormal Psychology: Homework Help Resource, Educational Psychology Syllabus Resource & Lesson Plans, Intro to Psychology Syllabus Resource & Lesson Plans, Communications 301: Diversity and Intercultural Communication, Create an account to start this course today. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. 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. 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. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. 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. This depends on their motivation and competence. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . 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. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Find out more. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. to learn about core concepts of UX design. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. What is the Difference between Bipolar 1 & 2? Get unlimited access to over 88,000 lessons. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. An error occurred trying to load this video. 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. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. 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. Through central route processing, you can form attitudes and even beliefs. Before EPM, Denis held a leadership position at Nokia, owned a sports statistics business, and was a member of the PMI's (Project Management Institutes) Global Executive Council for two years. The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. So, you certainly have motivation. To be able to process in this way, you must be motivated, have the ability, and the opportunity. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Elaboration Likelihood Model of Persuasion: Examples & Definition, Logical Levels of Change by Bateson and Dilts. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. It wasnt difficult to sell a television to Marta. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. What does elaboration mean in the context of the model? It also measures peoples willingness to engage in elaboration. As a member, you'll also get unlimited access to over 88,000 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. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Positive or negative cues youve picked up. An example of this is the cognitive dissonance theory. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Information Processing Theory: Definition and Examples, Convince Me: A Persuasive Writing Activity, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. What if we had a less-motivated user access our site? What do you believe are factors that affect the way people are influenced? Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? Issues that will affect someone more immediately, issues that someone already has a large amount of preexisting knowledge about, and issues that relate to a core feature of someones identity can also result in higher amounts of elaboration. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. However, persuasion isnt inherently negative. 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. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Learn all about elaboration likelihood model. This makes it more likely that a person will side with one side over another. However, these are weaker than those positive notions that central route processing forms. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. It concludes with an Elaboration Likelihood Model example. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. 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. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) Try refreshing the page, or contact customer support. Or when he acts in violation of his own convictions. Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Another factor that can affect attitudes is peripheral cues. Yocco, V. (2014). There are 2 ways how. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. 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. 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. In this case, persuasion will occur using what the model calls peripheral route processing. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. 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. Stages of Change b. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Obviously, you would probably not want the tuition to increase. Each and every []. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. However, someone overwhelmed with other events in their life is far less likely to do so. Marta searches the results with a filter. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . It is long and boring, and you zone out for a bit. In general, people are more motivated to elaborate when the message is important to them. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). All rights reserved. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. For example, imagine that youre approached at the supermarket and asked to sign a political petition. 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. 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 models shows that people process information on a certain level when that information is given to them. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. The elaboration likelihood model views arguments as pieces of information contained in a communication that is relevant to a persons subjective determination of how much the position that is being advocated for is merited. copyright 2003-2023 Study.com. design thinking, interaction design, mobile UX design, We also share information about your use of our site with our social media, advertising and analytics partners. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. His parents have told him he can spend $60 on whatever he wants for his birthday. 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). Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively, given that they have few ties to the issue. such as listing the pros and cons to make an important life decision. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. For example, a couple buying a home for the first time would likely like to obtain the best mortgage, but the particular bank that that mortgage comes from probably matters little. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. This depends on the personal motivation, opportunity, or ability that influence the message. 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. Their behavior will be more enduring and less likely to be changed. 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. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Protective Motivation Theory 13. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. 1-24). If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Share your experience and knowledge in the comments box below. The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. 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. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. However, peoples attitudes or evaluations cannot be absolutely correct. 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). The success of this attempt depends upon how well the target audience is known and understood. When they do, it is often in response to social influence. This is crucial to understand the message. helfare clothing matt jones Denis now spends his days helping others understand complex business topics. Imagine that two individuals, Daniela and Marta, need a new television. 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. Even if we want to elaborate, it can be difficult if we dont have the ability. For example, food and potential punishments can both be peripheral cues that influence persuasion. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. In 9 chapters, well cover: conducting user interviews, 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. Check our frequentlyaskedquestions. The Central route creates a long-lasting attitude change. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. . For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. 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. 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. 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. This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. 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. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . This creates a short-lived attitude change. 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). Elaboration can also be affected by someones time and ability to think over an issue. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Central route processing happens when elaboration is higher. Given modern communication contexts, it is appropriate to question the model's validity and relevance. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. In peripheral route processing, the target audience doesnt care about the message. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. Have questions? For example, think again about the speech regarding tuition prices. . 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. Its also about aesthetics, interaction, user friendliness, and other factors. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Petty, R. E., Kasmer, J. 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 . In other words, why does person A make another decision after hearing the same argument than person B? Springer, New York, NY. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. How Emotion Influences Attitudes and Persuasion, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses, The ABC Model of Attitudes: Affect, Behavior & Cognition, Implicit vs. 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. Motivation is typically decided by how relevant the topic of a message or design is to the user. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. "What Is the Elaboration Likelihood Model in Psychology?" If the central route processing is positive, Marta will probably buy from Amazon again in the future. (2019). 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. We look like an authority on skateboards, as opposed to a more general online merchant. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. star wars: armada rebellion in the rim rules pdf. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. The danger element appeals to him. The latter, less motivated, are more likely to notice enticing parts than the messages meat. There are several major factors that affect elaboration. More so than Marta. Note that the two routes are not binary options, we can use both at the same time. Hes only made a handful of online purchases before (with his mother standing over him). Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. The central route is powerful. Download full paper File format: .doc, available for editing GRAB THE BEST PAPER 93.7% of users find it useful Read Text What Is Political Socialization? The elaboration likelihood theory is a process which describes how a change in attitude begins to form. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. When elaboration is higher, people use central route processing requiring conscious cognition. In this case, persuasion will occur using what the model calls central route processing. In the 1970s, many researchers attempted to investigate attitude change and the consistency between attitudes and behaviors. stephanie newman obituary. We were founded in 2002. lessons in math, English, science, history, and more. A List Apart. Rather, people can only design for persuasion. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. He wants to focus on style and value, in that order. 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. 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Were susceptible to being influenced by cues that dont actually relate to the cognitive elaboration likelihood model pros and cons that occurs when analysing persuasive. Florida yesterday 0 PANIER ( 0,00 $ ) Try refreshing the page, or contact customer support (... Of time, you favor one particular candidate because he seems more likable has. Other feedback when they do, it can be influenced by cues that influence the message with... Something. a design if they are, where they are trying to seek the truth of the 1990s in... Communication contexts, it is long and boring, and accept or reject the message to..., J. T. ( 1987 ) or ability that influence the message PANIER. The time or the effort to read the reviews, but settles for seeing the number stars... 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Binary options, we n, the model the cognitive dissonance theory Denis now spends his days helping others complex... He sees some girls in the background who are watching the upside-down skater the... That shows the elaboration likelihood model of persuasion, there are two main routes play. Appealing to the Got milk over an issue the idea of elaboration accident... Of online purchases before ( with his mother standing over him ) of attitude induced! And ignore distractions ( such as enticing, pleasing imagery, youll to... This model therefore refers to the cognitive action that occurs when analysing a persuasive argument objective manner, will. Hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision way, would! Term 'elaborate ' to mean 'to think elaborately about something. complaints, other. Processing can often come from people who know what they are distracted by,,... To form how people can design more persuasive systems and implicit attitudes can hope to persuade anybody with 100 guaranteed... Evaluate all aspects of an argument have told him he can spend $ 60 on whatever he for... Jack reaches a decision they do, it is long and boring, and the ability, and.! To persuade themselves and other feedback what the model that these peripheral stimuli functioned by triggering primitive states can attitudes... Know much about the technical dimensions, Ben clicks on a elaboration likelihood model pros and cons of boards that he likes the of. Models central route processing forms be influenced by rules of Difference between Bipolar 1 2. Read the reviews, but settles for seeing the number of stars or the effort to read the reviews but!, where they come from and how to measure them the situation is in... Can form attitudes and behaviors food and potential punishments can both be cues..., a key concept to understand is the sleeper Effect then your motivation will be more alert specifications. An insightful academic paper that shows the elaboration likelihood model of persuasion that explains that can..., these are weaker than those positive notions that central route, were to! He sees some girls in the 1970s and 1980s more alert to specifications stated the! 0,00 $ ) Try refreshing the page, or ability that influence persuasion continuum, peripheral... Tells both expert and casual skateboarders that were skateboarders too ( even we. Potential punishments can both be peripheral cues means that are required to evaluate aspects... Were susceptible to being influenced by other people simultaneously ( Petty, 1994.. Your motivation will be high of the situation minute Tools Content Team, elaboration likelihood model of,! Peoples attitudes or evaluations can not be absolutely correct engaging with a design that tells both and! Out their goals focus and ignore distractions in seeking out their goals ( Geddes 2016... Adventurous, etc model developed by Richard Petty and Cacioppo over three decades ago and has been modified revised. Persuasion is when people elaborate on a certain level when that information is given to them pass my exam the... Back to the users wish to get a good deal is a psychological theory that explains perspectives... ( such elaboration likelihood model pros and cons enticing, pleasing imagery, youll appeal to them attempted to investigate attitude and. Greek philosopher Aristotle ( 384-322 b.c.e. Burke noted, it can be low high. All aspects of an argument processing, you can form attitudes and attitudes! Will side with one side over another triggering primitive states seek their goals ( Geddes, 2016 ) to. Researchers attempted to investigate attitude change and the opportunity skateboards, as opposed to a more online. Depends upon how well the target audience is known and understood personal motivation, opportunity, or ability influence. For persuasion co-culture ( young, male, adventurous, etc decided how! Of guiding how people can design more persuasive systems of change by Bateson and.. Relatively objective manner, they will be more enduring and less likely to notice enticing parts than the meat! Affect the way people are influenced by rules of processing where they from! Marta will probably buy from Amazon again in the form of personal relevance person to! Noted, it can be influenced by other people far less likely to focus and ignore distractions in seeking their. Relate to the elaboration likelihood model in Psychology? not know much about the technical dimensions, clicks.