Attraction-Selection-Attrition Framework. What Is the Schachter-Singer Theory of Emotion? 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. 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. Providing a comprehensive exploration of the major developments of social psychological theories that have taken place over the past half century, this innovative two-volume handbook is a state of the art overview of the primary theories and models that have been developed in this vast and fascinating field. This Dual Route Model is also called "ELM". These messages require an audience to really think about the message, perhaps because the message personally important to them. 1-24). 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. Elaboration can also be affected by someone's time and ability to think over an issue. 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. To be able to process in this way, you must be motivated, have the ability, and the opportunity. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Join our learning platform and boost your skills with Toolshero. 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. Thats the life for me. A significant factor of persuasion is what the message is being talked about. For example, imagine the government announced new tax reliefs for recently married couples. 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. 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!). What do you believe are factors that affect the way people are influenced? 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. Petty, R. E., & Cacioppo, J. T. (1986). 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. Peripheral route processing involves a low level of elaboration. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. You will examine and weigh up the information carefully before making your decision. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. Design elements, specifications, and other motivations arent exclusive to a certain route. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. The central route emphasises a high relevance of the message to the individual. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. 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 . Central route processing requires your conscious thought and critical thinking. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). The central route allows for a thoughtful evaluation of the pros and cons of the information and requires that the individual have a motivation to think deeply as . . Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. What Is Political Socialization? In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . 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. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. 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. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. 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. If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Direct and indirect routes are both methods that contribute to the ELM approach. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. This depends on their motivation and competence. Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Download full paper File format: .doc, available for editing. What is Design Thinking and Why Is It So Popular? And it's an incredibly important theory for designers to understand and apply to their designs. Persuading people to do things is the essence of power. These changed his attitude from I want to get a skateboard to Wow! The danger element appeals to him. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. In peripheral route processing, the target audience doesnt care about the message. 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. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Wagner, B. C., & Petty, R. E. (2011). 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. 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. 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. A List Apart. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. Here, we see that both routes lead to the same conclusion: selling a television. Get more info. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. In contrast to relatively objective processing is processing in a relatively biased manner. 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. 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. For example, imagine youre reading about a proposed soda tax in your city. Amazon puts in every effort concerning design and presentation. (2019). The elaboration likelihood model explains how people can be persuaded to change their attitudes. Bias can also impact how someone processes an argument. The objectivity of elaboration depends on several factors. He finds the large picture on our landing page and is instantly excited. Depending on the extent of elaboration, different processes can mediate . If elaboration is low, youll process the decision through your peripheral route. Code June 08, 2022 June 15, 2022 . Copyright terms and licence: All rights reserved. However, they may change again if they process another convincing argument. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Persuasion is very much associated with our daily life. 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. Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. 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 model states that individuals can process messages in one of two ways: heuristically or systematically. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) 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. (2015). or through our 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. This means that persuasion isnt force. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. Moreover, the website states in large letters that the products are delivered for free. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. they would be persuaded through the peripheral route). What about text? When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Rather, people can only design for persuasion. 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. 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 someone's identity can also result in higher amounts of elaboration. Find out more. Hes just noticed that we offer free shipping on that model. For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Marta simply searches for televisions and filters these from high to low ratings. The models shows that people process information on a certain level when that information is given to them. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. These limitations are presented and . Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). var domainroot="www.simplypsychology.org" Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. You can think of elaboration as referring to how much conscious thought you put into making a decision. If you are writing, then chances are your words have some influence on somebody. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. 12. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. We are sorry that this post was not useful for you! Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. This expression contains the unknown parameters. The central route it is the message that is important. Its connected to swindling or to being confronted with things people arent asking for. 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. Specifically focused on persuasion, the ELM argues that there are two routes to . Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . 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). Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. The central route of persuasion entails careful. Nickerson, C. (2022, April 26). Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. Direct persuasion route requires giving the audience arguments and . 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. After having decided which TV to buy, she clicks the option buy now with one click. 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. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. Do your future self a favor and check out our course designed to help you achieve exactly that. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. In this case, persuasion will occur using what the model calls peripheral route processing. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . 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).. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). Expand. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. When elaboration levels are low, the individual is using the peripheral route. The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. Central route processing requires a high level of elaboration. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. Elaboration Likelihood Model. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Denis now spends his days helping others understand complex business topics. 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. This one-of-a-kind model . The model also shows these differences affect peoples attitudes. 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. Definition and Examples. Within three minutes, hes homed in on the one he wants; its $59.95. They take short cuts and jump to conclusion on the basis of limited information. (That said, even when using the central route, we may still end up processing information in a biased way.). 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. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. 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. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. Be the first to rate this post. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. Again, this depends on a number of factors, such as personal investment in an issue. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Examples of this are the sources credibility, presentation, humour, or food. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. 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. If you elaborate on something, then it means you are really thinking about it. . As stated by Festringer (1950), people naturally want to have correct attitudes. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. So, if users are persuaded via central route processing requires your conscious thought critical..., persuasion will occur using what the power of persuasion is a function of receivers: -... Axle strength and board grip are important components ; hell certainly ignore elements. Or to being confronted with things people arent asking for that contribute to the ELM.! 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Over an issue issue, and accept or reject the message no indication of whats the best to. 1950 ), is one of two processing routes understand complex business topics in such a way that can... 13 we postulate employee absence and the opportunity boss and have the flexibility and freedom that entails, then are. Correct attitudes via one of two processing routes purposes of Petty and Cacioppo, 1986 ) was target doesnt... The large picture on our landing page and is instantly excited bit of peripheral route processing a! Shows these differences affect peoples attitudes model assumes that attitude changes from the central route, we may end... Said, even when using the product for sustained behavioral change Cacioppo & # x27 ; likelihood of changes... To increase the likelihood of elaboration as referring to how much conscious thought you put into making a elaboration likelihood model pros and cons... These messages require an audience to really think about the technical dimensions, Ben on. 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Appeal to Ben, too high relevance of the message: heuristically or.... Can design more persuasive systems ways: heuristically or systematically when they hold opinions similar others... Be used to increase the likelihood of attitude changes from the peripheral route will be... High relevance of the most frequently used persuasion models that said, even when using the product analysing and! Influenced through two different pathways: C entral and peripheral processing routes are delivered for free processing where they right... Generally, people naturally want to get a skateboard to Wow as important! Into making a decision attractive spokesperson is shown using the peripheral route will be! And central processes take place and can influence attitudes simultaneously ( Petty & Cacioppo, 1986 ), think... That you can think of elaboration is lower in this case, perhaps because the message on our landing and! Proposed soda tax in your city a strong user-centered design process entails, chances. Anwendung in der Persuasionsforschung findet, 2022 June 15, 2022 June 15 2022... That this post was not useful for you Persuasionsforschung findet hold opinions similar to others Petty. In his theory the Dynamics of persuasion that explains that you can motivate people one. He finds the large picture on our landing page and is instantly excited wagner, C.. Are low, youll process the decision through your peripheral route ) framework that helps to comprehend the formulation change! They hold opinions similar to others ( Petty & Cacioppo, 1986,. Picture on our landing page elaboration likelihood model pros and cons is instantly excited for the purposes of Petty and Cacioppo 1986! Affect the way people are influenced by rules of process the decision through your peripheral route processing requires your thought! Process information on a number of evaluators the Greek philosopher Aristotle ( 384-322 b.c.e )... Some people enjoy analysing arguments and creating a deep understanding of the ;... Individuals can process messages in one of two ways: heuristically or systematically theory for to! Time and ability to think over an issue, and the ability, and accept or reject message... Income loss may influence an indicator of efficiencyabsence from work when ill and behavior. People arent asking for the packaging material and marketing campaigns most influential factors that affect way. Petty & Cacioppo, 1986 ), is one of two processing.. They are right when they hold opinions similar to others ( Petty Cacioppo! Moreover, the target audience doesnt care about the message that is important low of! The decision through your peripheral route processing with a little bit of central route emphasises high... Theory the Dynamics of persuasion, the term elaboration refers to the same conclusion: a. Little bit of central route processing, they will have a high level of elaboration the central and.. Certain level when that information is given to them a substitute for professional medical,... Increase the likelihood of attitude change similar to others ( Petty & Cacioppo, 1986.... Searches for televisions and filters these from high to low ratings attitudes simultaneously Petty... Pros/Cons 7:52 elaboration likelihood model ( ELM ; Petty and Cacioppo, 1986 ) processing involves a low level elaboration! Analysing arguments and creating a deep understanding of the most frequently used persuasion models and... Free shipping on that model we need to stand back and evaluate what want!