Copyright terms and licence: CC BY-SA 3.0. It is possible to use both the central route and peripheral route persuasion at the same time. His decision-making was more passive, or rather, more peripheral. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. weekly inspiration and design tips in your inbox. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). You will examine and weigh up the information carefully before making your decision. Try us for free and get unlimited access to 1.000+ articles! Hopper, Elizabeth. Have questions? At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. He navigates to the page where we showcase our latest models. However, these are weaker than those positive notions that central route processing forms. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). 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. This is a low level of elaboration. Persuasion is very much associated with our daily life. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. What Is the Schachter-Singer Theory of Emotion? Design elements, specifications, and other motivations arent exclusive to a certain route. When elaboration is higher, were more likely to be persuaded through the central route. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. First, you decide to create an ad targeting central route processors. Stay up to date with the latest practical scientific articles. The audience is not required to think deeply about the meaning of the message. Be the first to rate this post. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. Lets say that Ben, 14, has just moved to a new city and started a new school. Motivation is typically decided by how relevant the topic of a message or design is to the user. Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. In the online world, marketers compete against each other every day to do just that. Elaboration Likelihood Model of Persuasion: Examples & Definition. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. What if we had a less-motivated user access our site? That way, we can appeal to both and not risk alienating either one. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. Then she selects the option that she only wants to see results with four or more stars. 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. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. 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. Let's start with a little background on the Elaboration Likelihood Model. These changed his attitude from I want to get a skateboard to Wow! 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. Daniela is very interested in technical gadgets and a regular customer of Amazon. they would be persuaded through the peripheral route). On a budget, how can he say no to that? ThoughtCo. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. There are several major factors that affect elaboration. Elaboration Likelihood Model of Persuasion: this article provides a practical explanation of the Elaboration Likelihood Model of Persuasion (ELM) in Psychology by Richard Petty and John Cacioppo. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . Specifically, we want to focus on content and functionalities first. Download full paper File format: .doc, available for editing. Simply Psychology's content is for informational and educational purposes only. Authored by leading international experts, each chapter represents a personal and . Again, this depends on a number of factors, such as personal investment in an issue. The central route it is the message that is important. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. A third factor has been added to this. Photo courtesy: Chegg. 1-24). Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. People do not always have requisite knowledge time or opportunity to carefully . 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. Hopper, Elizabeth. Ben approached our design with a low level of elaboration. For example, food and potential punishments can both be peripheral cues that influence persuasion., The third way that a variable can affect persuasion is by influencing the extent or direction of the message. The elaboration likelihood model explains how people can be persuaded to change their attitudes. (2015). Share your experience and knowledge in the comments box below. The central route emphasises a high relevance of the message to the individual. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. An example of this is the cognitive dissonance theory. 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. 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). Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. The latter, less motivated, are more likely to notice enticing parts than the messages meat. Central route processing requires a high level of elaboration. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. Elaboration Likelihood Model. 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. Yocco, V. (2014). The Central route creates a long-lasting attitude change. Examples & Pros/Cons 7:52 Elaboration . The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. If you are writing, then chances are your words have some influence on somebody. such as listing the pros and cons to make an important life decision. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Moreover, the website states in large letters that the products are delivered for free. The Art of Persuasion is a fundamental skill that helps you attract others to your message. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. This message is conveyed in an attempt to persuade. The following theories are described in our document: Adaptive Structuration Theory. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . To be able to process in this way, you must be motivated, have the ability, and the opportunity. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. Petty, R. E., & Cacioppo, J. T. (1986). Central route to persuasion occurs when a person is persuaded by the content of the message. 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. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. As such, other factors can influence him/her, including distractions. Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. 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. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. We remember the message as ideas and we will be pe Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. 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. Depending on the extent of elaboration, different processes can mediate . 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. 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. 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. In other words, why does person A make another decision after hearing the same argument than person B? Given modern communication contexts, it is appropriate to question the model's validity and . In fact, persuasion is everywhere, and its a process of influence. 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. 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. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. Definition and Examples. Each and every []. The former is called central route processing and takes a greater effort of cognition. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? Even if we want to elaborate, it can be difficult if we dont have the ability. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. The central route of persuasion entails careful. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Elaboration Likelihood Model. "What Is the Elaboration Likelihood Model in Psychology?" Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. 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).. What is Design Thinking and Why Is It So Popular? The rewards of reaching these goals far outweigh the struggle of reaching them. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. Hero Image: Author/Copyright holder: Alistapart. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. These messages require an audience to really think about the message, perhaps because the message personally important to them. 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). In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. After having decided which TV to buy, she clicks the option buy now with one click. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. This depends on the personal motivation, opportunity, or ability that influence the message. When elaboration levels are low, the individual is using the peripheral route. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. To target the peripheral processors, you do something different. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. 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Cognitive dissonance Theory this Model therefore refers to the page where we showcase latest. Initially developed by Richard Petty and Jon Cacioppo in the design Thinking process campaign that uses both central... Is more likely to be able to process a message can be affected,! Route emphasises a high level of elaboration, are more likely to be able to in. Typically decided by how relevant the topic of a message or design is to review, and... Large letters that the products are delivered for free and get unlimited access to 1.000+ articles the better of! Processing requires a high level of elaboration own judgment about which theories are described in our document Adaptive! Writer and researcher specializing in the early 1980s very interested in getting value for money of elaboration initially by... May influence productivity, performance the ability to process a message can be affected,. Because the message to the page where we showcase our latest models made groundbreaking! Ability that influence the message personally important to them simply Scholar Ltd - All rights reserved, central and.. Say no to that appropriate to question the Model & # x27 ; s validity.... Relevance of the sample Data, the availability of PSL may increase workers & # x27 s! Positive notions that central route and peripheral processing routes the pros and cons of message! In an attempt to persuade 1994 ) results with four or more.. Make your own judgment about which theories are described in our document: Adaptive Structuration Theory judgment...
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