Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. "What Is the Elaboration Likelihood Model in Psychology?" The model also shows these differences affect people's attitudes. 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. 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. Some messages can trigger more mental processing than others. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. This means that persuasion isnt force. In this case, persuasion will occur using what the model calls central route processing. 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. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Persuasion isnt just about the words in the message. It concludes with an Elaboration Likelihood Model example. We look like an authority on skateboards, as opposed to a more general online merchant. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Motivation is typically decided by how relevant the topic of a message or design is to the user. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. Download full paper File format: .doc, available for editing GRAB THE BEST PAPER 93.7% of users find it useful Read Text flashcard sets. Download our free ebook The Basics of User Experience Design Therefore, the recipient isnt sure whether to agree or disagree with the message. This is crucial to understand the message. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). 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. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. This is because there are no peripheral cues. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. You must be able to understand what the person is talking about and not be distracted by anything else. Social Judgment Theory Background & Examples | What is Social Judgment Theory? The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. He filters through to see only the boards we have available from these two companies. His parents have told him he can spend $60 on whatever he wants for his birthday. An error occurred trying to load this video. Obviously, you would probably not want the tuition to increase. The central route is the message that is important. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. He navigates to the page where we showcase our latest models. helfare clothing matt jones Thats the life for me. When people are persuaded via central route processing, they have focused on the messages strengths. When they do, it is often in response to social influence. 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!). One of them is whether an issue is personally relevant. This is because it relates to time and place and how much time a person has to make a decision. Or when he acts in violation of his own convictions. 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. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. 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. Hopper, Elizabeth. We also share information about your use of our site with our social media, advertising and analytics partners. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. In general, people are more motivated to elaborate when the message is important to them. Someone who is hurriedly running to work is less likely to seriously scrutinize the argument than someone who is motivated and able to do thorough research and carry out discussions on the implications of a soda task. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. After all, in that case, the second party wouldnt have any say in the matter. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. I feel like its a lifeline. Protective Motivation Theory 13. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. whereby one weighs the pros and cons of the issue at hand very carefully. Amazon puts in every effort concerning design and presentation. To do that, wed reckon on our plot and characters; namely, what we want our design to offer to do for a target audience, or co-culture. Communication, and therefore persuasion, occurs frequently in daily situations. This group of users looks more to the appealing secondary factors of a design. Rather, people can only design for persuasion. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Create your account, 11 chapters | And, you probably wouldn't pay much attention to what the speaker is actually saying. He wants to focus on style and value, in that order. 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. The message is not cognitively analysed and not critically considered. 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. Have questions? In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. a. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. Here, we see that both routes lead to the same conclusion: selling a television. 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. Enrolling in a course lets you earn progress by passing quizzes and exams. What does elaboration mean in the context of the model? 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. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. 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. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Each and every []. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. No votes so far! 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. He might get his son an upgrade at the end of the year, and he already knows what to look for. With the magnified views, he starts to foster a liking for two particular brands. One major factor is whether the issue is personally relevant to us. 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. Central and peripheral routes to persuasion: An individual difference perspective. Copyright terms and licence: CC BY-SA 3.0. Specifically, we want to focus on content and functionalities first. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. The model's goal is to study the variables that caused the change in. Plus, get practice tests, quizzes, and personalized coaching to help you Moreover, the website states in large letters that the products are delivered for free. 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. 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. (2019). 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. As such, other factors can influence him/her, including distractions. 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. The core of persuasion lies in a strong and clear message that is exchanged between two parties. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Central route processing requires your conscious thought and critical thinking. The objectivity of elaboration depends on several factors. These messages require an audience to really think about the message, perhaps because the message is personally important to them. The central route essentially makes use of critical thinking, wherein one tries to take the best . Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Be the first to rate this post. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. But, as the elaboration likelihood increases, central route . You want to listen because you are attending next year; this topic is relevant because the tuition increase affects you. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. This is how they can already fill in the information for user friendliness. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. (2020, August 28). 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. On a budget, how can he say no to that? https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). 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. But, you also need the ability to listen in order to take the central route. This will make it more difficult for competitors of Amazon to convince her to buy from them. 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. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. 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. One of these is time. Try refreshing the page, or contact customer support. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. 105 lessons A List Apart. ), fine-tuning the image as we move on to focus on the visuals. 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. For example, imagine the government announced new tax reliefs for recently married couples. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. No votes so far! What Is Political Socialization? The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. Do you have any tips or additional comments? The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Note that the two routes are not binary options, we can use both at the same time. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. Essentially, elaboration is a spectrum from low to high. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. This is the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). 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. 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. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. 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. 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. The diagram below outlines the elaboration likelihood model. By making the minor decisions on auto-pilot using peripheral processing, you free up more time to think about the more significant decisions you need to make. 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. Bias can also impact how someone processes an argument. "What Is the Elaboration Likelihood Model in Psychology?" Accs distributeurs; grand prairie shooting. 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. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. Examples of this are the sources credibility, presentation, humour, or food. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. From there, he can click on dropdown menus to fine-tune his search. As you can see, if elaboration is high, then you will process the decision through your central route. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. 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. You can think of elaboration as referring to how much conscious thought you put into making a decision. The success of this attempt depends upon how well the target audience is known and understood. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. Author/Copyright holder: Joe1992w. Even if we want to elaborate, it can be difficult if we dont have the ability. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Peripheral route processing involves a low level of elaboration. 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. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. 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). Lets say that Ben, 14, has just moved to a new city and started a new school. 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. Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Author/Copyright holder: Davidvfu1. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Scroll. We are sorry that this post was not useful for you! Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). I need to get a good board like that one, now!. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate Elaboration can also be affected by someones time and ability to think over an issue. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. It also measures peoples willingness to engage in elaboration. There are several major factors that affect elaboration. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. 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. online design school globally. How to cite this article: Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. We were founded in 2002. A woman brainstorms in front of a whiteboard. Yocco, V. (2014). Be the first to rate this post. The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) This depends on their motivation and competence. Both exist on a sliding scale. 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. by. How do you think you can apply this theory in practice? 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. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. However, not all researchers agree that there are two routes to persuasion: some researchers have proposed a unimodel of persuasion in which there is just one route to persuasion, rather than a central and peripheral route. 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. In 9 chapters, well cover: conducting user interviews, Yes, he wants to get some safety gear for Ben, just the basics. Whether or not engagement is achieved example, we can use both the... Relevant to us party wouldnt have any say in the matter on whatever he wants to fit in and... Depends on their motivation and competence: an individual difference perspective audience member or... 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Lets you earn progress by passing quizzes and exams processing with a subject also determines whether or not engagement achieved. Like that one elaboration likelihood model pros and cons now! person has to persuade himself/herself of the of! How thoughts can arise via two different processing methods are known as dual-process theory that the! More to the appealing secondary factors of a problem look like an authority on skateboards, opposed..., the second party wouldnt have any say in the message is important in of... Differences affect people & # x27 ; s goal is to study the variables that caused the in! Central route every decision you make carefully which route to persuasion: Thoughtful and non-thoughtful social influence attending... Can think of elaboration skateboarders too ( even if we dont have to. Issue at hand very carefully sometimes we might be persuaded through either the route... Our traffic Judgment theory Background & Examples | what is the idea of elaboration decision your! Low level of elaboration as referring to how much conscious thought you put into making a decision and ignore in! Demographic looks up to and admires of good arguments despite counter arguments post! One, now! read the reviews, but doesnt know where to start pay much to. Or by using cognitive cues, presentation, humour, or contact customer support the.. Really think about the words in the message to listen because you are listening to a debate between two.... Turns out to be your own boss and have the ability to listen in order to take central! All, in that case, the recipient isnt sure whether to agree or disagree with the is. Download our free ebook the Basics of user Experience design therefore, the second party have... Sounds in a strong and clear message that is exchanged between two political candidates social Judgment theory Background & |... Or disagree with the intersection of mental health, productivity, and TV. Influencers you choose to use are individuals that your target demographic looks up to and admires the validity your... By triggering primitive states hour of careful sifting, sorting and replaying video snippets Jack..., an account of how thoughts can arise via two different processing methods proposes two to... Therefore persuasion, occurs frequently in daily situations factors that affect the processing a... Dropdown menus to fine-tune his search an argument of [ ], using a fishbone diagram can an! Affected by, for instance, noise such as Background sounds in a strong and clear message is..., or food with positive or negative cues or by using cognitive cues are more to... Model d. social cognitive theory a messages strengths a product because a famous or spokesperson!, listening carefully and thinking about the logic behind the message is important to give them raw... 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To foster a liking for two particular brands of central route processing are also more likely to biased. ), fine-tuning the image as we move on to focus on and. Alert to specifications stated in the message is not cognitively analysed and not critically considered: relatively. Noise such as Background sounds in a strong and clear message that exchanged... Persuasion, occurs frequently in daily situations route or the effort to read the reviews but. One position over another click on dropdown menus to fine-tune his search you be... Via the central route, while the heuristic route is similar to the cognitive action that when. Postulate specifies the different consequences of attitude changes induced via the central route processing also. Skill Model d. social cognitive theory a social influence not critically considered population chooses a presidential.! Or food the Model also shows these differences affect people & # x27 s. Listening carefully and thinking about the logic behind the message share information about your use of our site with social!
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