elaboration likelihood model pros and cons

The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. Summary. Central route processing involves a high level of elaboration. These changed his attitude from I want to get a skateboard to Wow! The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. 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). Specifically, the ELM has determined that when facing a message, people . The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. He finds the large picture on our landing page and is instantly excited. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Sympathy: What Is the Difference? More so than Marta. weekly inspiration and design tips in your inbox. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. One major factor is whether the issue is personally relevant to us. The central route emphasises a high relevance of the message to the individual. This expression contains the unknown parameters. Author/Copyright holder: Davidvfu1. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. The models shows that people process information on a certain level when that information is given to them. Hes just noticed that we offer free shipping on that model. As you can see, if elaboration is high, then you will process the decision through your central route. PDF. Hopper, Elizabeth. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. The hierarchy of effects is based on behavioral psychology. An example of this is the cognitive dissonance theory. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. Photo by Tengyart on Unsplash. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Photo courtesy: Chegg. The theory explains how attitudes are formed and reinforced by persuasive arguments. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Even if we want to elaborate, it can be difficult if we dont have the ability. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. 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. 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!). Amazon wants to persuade both people to purchase their new TV via their website. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. 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. Their behavior will be more enduring and less likely to be changed. 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. They take short cuts and jump to conclusion on the basis of limited information. 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. My podcast episodes on how to improve your memory have been downloaded millions of times. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. 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). The affective stage is composed of the sub-stages of . This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Expand. Specifically, we want to focus on content and functionalities first. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. With the peripheral route the focus is more on the context than on the message itself. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. When elaboration levels are low, the individual is using the peripheral route. Ben arrives on our site. . Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Hopper, Elizabeth. Central route to persuasion occurs when a person is persuaded by the content of the message. Here, we see that both routes lead to the same conclusion: selling a television. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. Be the first to rate this post. Persuasion occurs internally. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. I need to get a good board like that one, now!. to learn about core concepts of UX design. It demands a thoughtful consideration of arguments that are contained in the message. What is Design Thinking and Why Is It So Popular? Direct and indirect routes are both methods that contribute to the ELM approach. People do not always have requisite knowledge time or opportunity to carefully . This is where our strong visual hierarchy starts helping the user on his journey. The danger element appeals to him. Attribution Theory. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. The elaboration likelihood model suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . His parents have told him he can spend $60 on whatever he wants for his birthday. Have questions? 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. In the online world, marketers compete against each other every day to do just that. As such, both routes supplement each other. Positive or negative cues youve picked up. 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. However, people's attitudes or evaluations cannot be absolutely correct. Min ph khi ng k v cho gi cho cng vic. Author/Copyright holder: Joe1992w. 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. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Central route processing requires your conscious thought and critical thinking. This is crucial to understand the message. With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). Your rating is more than welcome or share this article via Social media! . This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. var domainroot="www.simplypsychology.org" #1 predictor for an audience to process a message is relevance. 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. He filters through to see only the boards we have available from these two companies. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. Moreover, the website states in large letters that the products are delivered for free. 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. (2015). This is mainly done to seduce the casual potential buyer. The central route of persuasion entails careful. Indeed it is! The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. 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. 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. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The core of persuasion lies in a strong and clear message that is exchanged between two parties. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Try us for free and get unlimited access to 1.000+ articles! 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. Share your experience and knowledge in the comments box below. Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. Do you want unlimited ad-free access and templates? 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. Img. Design elements, specifications, and other motivations arent exclusive to a certain route. First, you decide to create an ad targeting central route processors. 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. Springer, New York, NY. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. We remember the message as ideas and we will be pe This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . The model gives you a framework by which you can assess how best to persuade someone. Persuasion is very much associated with our daily life. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. According to the elaboration likelihood model, people can have either high or low . In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. such as listing the pros and cons to make an important life decision. After all, in that case, the second party wouldnt have any say in the matter. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. What do you believe are factors that affect the way people are influenced? Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. 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. The audience is not required to think deeply about the meaning of the message. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. Intrigued and enticed, hes liking our simple, easy-to-use design. It's important for writers to be able to persuade their readers. Check our frequentlyaskedquestions. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. 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. Find out more. His decision-making was more passive, or rather, more peripheral. But first a quick re-cap of the ELM persuasion model. No votes so far! Essentially, elaboration is a spectrum from low to high. When elaboration is higher, people use central route processing requiring conscious cognition. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). 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. With the magnified views, he starts to foster a liking for two particular brands. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. 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. This message is conveyed in an attempt to persuade. The researchers . Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someone's social image. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Download our free ebook The Basics of User Experience Design Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. This influence can be used positively or negatively. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. 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. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Through central route processing, you can form attitudes and even beliefs. The central route is powerful. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. 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. It wasnt difficult to sell a television to Marta. What is the Likelihood Elaboration model? She selects the price to show from low to high. Copyright terms and licence: CC BY-SA 3.0. Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . This Dual Route Model is also called "ELM". To be able to process in this way, you must be motivated, have the ability, and the opportunity. 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. 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. Elaboration Likelihood Model. 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. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. One of these is time. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. This is where the Elaboration Likelihood Model (ELM) comes in. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. Elaboration Likelihood Model. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . He might get his son an upgrade at the end of the year, and he already knows what to look for. Get more info. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. What is central route and peripheral route? Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Both exist on a sliding scale. designers and get To target the peripheral processors, you do something different. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the Elaboration Likelihood Model ("Elaboration Likelihood Model"). Then she selects the option that she only wants to see results with four or more stars. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. As stated by Festringer (1950), people naturally want to have correct attitudes. Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). 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. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . From there, he can click on dropdown menus to fine-tune his search. In doing so, he did not need to put much thought into engaging with these messages. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed March 1, 2023). . When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. Communication, and therefore persuasion, occurs frequently in daily situations. Definition and Examples. In fact, persuasion is everywhere, and its a process of influence. Central route processing requires a high level of elaboration. And it's an incredibly important theory for designers to understand and apply to their designs. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Essentially, the central route involves using critical thinking and trying to make the best decision possible. If elaboration is low, youll process the decision through your peripheral route. Central and peripheral routes to persuasion: An individual difference perspective. Within three minutes, hes homed in on the one he wants; its $59.95. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). The basic model has a continuum from high elaboration or thought or low elaboration or thought. 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. Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Altercasting. 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. How to cite this article: 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., 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., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. online contact form. In this case, the audience investigate the messages content, rather than just reading through it. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. 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. 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. If you elaborate on something, then it means you are really thinking about it. 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).. Applying the Elaboration Likelihood Model to Design. Petty, R. E., & Cacioppo, J. T. (1986). He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Authored by leading international experts, each chapter represents a personal and .
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