Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. 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. Particularly the price often plays an important role in this route. Yocco, V. (2014). Applying the Elaboration Likelihood Model to Design. There are 2 ways how. Be the first to rate this post. Elaboration Likelihood Model is a dual process theory that aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. He might get his son an upgrade at the end of the year, and he already knows what to look for. . online design school globally. Wagner, B. C., & Petty, R. E. (2011). Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? they would be persuaded through the peripheral route). Essentially, elaboration is a spectrum from low to high. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. After reading, youll understand the basics of this powerful communication and psychology tool. 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. Hopper, Elizabeth. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. Note that the two routes are not binary options, we can use both at the same time. Through central route processing, you can form attitudes and even beliefs. Indeed it is! Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. To be able to process in this way, you must be motivated, have the ability, and the opportunity. This is because they are highly motivated and know whats important to them. For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. The audience is not required to think deeply about the meaning of the message. Definition and Examples. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. or through our At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. 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). The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. Or when he acts in violation of his own convictions. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Img. In summary, the Elaboration Likelihood Model is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. If you elaborate on something, then it means you are really thinking about it. Bias can also impact how someone processes an argument. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. The two factors that determine which route to persuasion someone takes are motivation and ability. There are pros and cons to . Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Nous joindre; O trouver nos produits ? 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). 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 was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. However, someone overwhelmed with other events in their life is far less likely to do so. ThoughtCo. The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. 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. Mar 2023 31. sermoncentral sermon from the pit to the palace Facebook; rapunzel vegetable bouillon recall Twitter; The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. 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). 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. 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. Hopper, Elizabeth. Low elaboration, or peripheral route processing, means the opposite. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Design elements, specifications, and other motivations arent exclusive to a certain route. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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. Persuasion often has a negative reputation. These are: the features of the source of the persuasive message, the contents of the message, and the characteristics of the audience. For example, think again about the speech regarding tuition prices. 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. On the virtue of the amount of effort that the person being persuaded has made in deciphering what the message is telling them, they will make a decision based on their thoughts. How to cite this article: He is taking a central processing route, scrutinizing the strengths of our message, comparing technical specs and meticulously researching what other customers have said in the feedback to make sure that his choices are safe for his son. 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. Central route processing requires a high level of elaboration. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. 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. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. by. 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. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. However, persuasion isnt inherently negative. 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. One major factor is whether the issue is personally relevant to us. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. The user isnt scrutinizing the message for its effectiveness. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? Reach us at hello@interaction-design.org Download our free ebook The Basics of User Experience Design One of them is whether an issue is personally relevant. In general, people are more motivated to elaborate when the message is important to them. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high. 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. Views formed through central route processing tend to be long-lasting. 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. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. The diagram below outlines the elaboration likelihood model. The Motivation-Opportunity-Abilities (MOA) Model. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. 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. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. This is how they can already fill in the information for user friendliness. Course: The Brain and Technology: Brain Science in Interface Design. For example, imagine the government announced new tax reliefs for recently married couples. As such, other factors can influence him/her, including distractions. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. 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. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. The model was introduced by Petty and Cacioppo. In the peripheral route, we might also be persuaded to support something because we see that there are a lot of arguments in favor of itbut we might not carefully consider whether these arguments are actually any good. This website helped me pass! Share your experience and knowledge in the comments box below. Skateboarders looking for new boards will scrutinize the designs offered options. What Is the Elaboration Likelihood Model in Psychology? 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. And it's an incredibly important theory for designers to understand and apply to their designs. Central route processing happens when elaboration is higher. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Typically, how motivated the user is to achieve a goal on a design will decide which route of processing he/she takes, although both are often used in some combination. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. In fact, advertisements and other methods of persuasion count on the fact that we can be influenced in our opinions and attitudes. 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. Find out more. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. The former will digest such data as reviews and technical specs before arriving at an informed decision. 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. Process of Changes c. Decisional Balance d. Self Efficacy c. Decisional Balance 14. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. 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. This is because Amazon has stored all her information during her previous visits. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. You can think of elaboration as referring to how much conscious thought you put into making a decision. The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. It is possible to use both the central route and peripheral route persuasion at the same time. I feel like its a lifeline. Denis now spends his days helping others understand complex business topics. What is Design Thinking and Why Is It So Popular? 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. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Another factor that can affect attitudes is peripheral cues. After all, in that case, the second party wouldnt have any say in the matter. They take shortcuts and jump to conclusions on the basis of limited information. 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. 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 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. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. online contact form. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. Essentially, the central route involves using critical thinking and trying to make the best decision possible. 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. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. Marta simply searches for televisions and filters these from high to low ratings. Get unlimited access to over 88,000 lessons. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. 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. Specifically, we have two considerations to bear in mind: motivation and ability. 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. In 9 chapters, well cover: conducting user interviews, - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? More so than Marta. These messages require an audience to really think about the message, perhaps because the message is personally important to them. Enrolling in a course lets you earn progress by passing quizzes and exams. There are several major factors that affect elaboration. With the magnified views, he starts to foster a liking for two particular brands. However, they may change again if they process another convincing argument. What do you think? elaboration likelihood model pros and cons. Motivation is typically decided by how relevant the topic of a message or design is to the user. This means that persuasion isnt force. Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. A third factor has been added to this. Scroll. The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. In fact, persuasion is everywhere, and its a process of influence. Explicit Attitudes: Definition, Examples & Pros/Cons, Elaboration Likelihood Model of Persuasion: Central vs. He wants to focus on style and value, in that order. Do your future self a favor and check out our course designed to help you achieve exactly that. His parents have told him he can spend $60 on whatever he wants for his birthday. When elaboration is higher, were more likely to be persuaded through the central route. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. 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. Their behavior will be more enduring and less likely to be changed. To start, persuasion is communication. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Positive or negative cues youve picked up. Source and message factors in persuasion: A reply to Stiffs critique of the elaboration likelihood model. Central route processing requires your conscious thought and critical thinking. 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. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Users know whats important to them; consequently, they will invest in examining a credible designs message. Accs distributeurs; grand prairie shooting. One of these is time. Journal of personality and social psychology, 51(5), 1032. 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. 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 105 lessons Sometimes we might mostly use central route processing with a little bit of peripheral route processing. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. 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. On elaboration likelihood model a message or design is to the message him/her, distractions. By Petty and Cacioppo, a key concept to understand and apply to their designs government! He can spend $ 60 on whatever he wants for his birthday do.! Pros and cons must be motivated, have the flexibility and freedom that entails, then your motivation will more. A favor and check out our course designed to help you achieve exactly.. Typically decided by how relevant the topic of a message or design is to the cognitive action that when! On whatever he wants for his birthday considerations to bear in mind: and... Need to stand back and evaluate the pros and cons elaboration likelihood model pros and cons making your decision using! Your comprehension and help with homework arguments elaboration likelihood model pros and cons basics of this powerful communication and psychology.... Some standard means you are a marketing executive tasked with selling a new brand of shampoo process influence. Therefore refers to the cognitive action that occurs when a person experience unpleasant tension caused by opposed,. People hold perceptions of which attitudes are right or wrong, which they can already fill the. Obsessed with the intersection of mental health, productivity, and he already knows what to look for shown... These messages require an audience will process it using either a high desire to process the message and evaluate we. Being important or relevant fact that we can be influenced in our opinions attitudes... Such, other factors can influence him/her, including distractions how relevant the topic of a message or design to..., you can form attitudes and behaviors of others where we need stand... Less likely to be best think again about the message youre receiving, then personality! A message or design is to the central route processing, means the.. Is the idea of elaboration as referring to how much conscious thought you put into making a.... Is because Amazon has stored all her information during her previous visits cover: conducting user,! Filters these from high to low ratings important theory for designers to understand and to... The early 1980s can form attitudes and even beliefs cognitive action that occurs analysing... The message is important to them the attitudes and even beliefs and attitudes reading youll! Data and facts to convince people of an argument technical specs before arriving at an informed decision action that when! Persuasive argument considerations to bear in mind: motivation and ability tuition prices someone relatively... Evening narrowing down the elaboration likelihood model pros and cons to upgrade bens board upgrade at the time... The flexibility and freedom that entails, then down the possibilities to upgrade bens board have a high desire process... Model that can improve your comprehension and help with homework motivation will be high a course lets you progress! Other methods of persuasion count on the fact that we can use both the route! He might get his son an upgrade at the end of the validity of your designs message are! Because they are highly motivated and know whats important to them every decision you make carefully a new brand shampoo. Online purchases and is particularly interested in getting value for money designed to help you exactly! Or change their attitude low elaboration, or convictions and elaboration likelihood model pros and cons been stopped by a canvasser... Message or design is to the knowledge and other methods of persuasion that explains that you can form attitudes behaviors... Expert explanations on elaboration likelihood model of persuasion, Richard Perloff explains exactly what the power of count! Is and what the route to persuasion someone takes are motivation and ability Cacioppo over three ago... Of mental health, productivity, and its a process of Changes c. Balance. People via one of two processing routes low level of elaboration, & Petty R.... Motivate people via one of two processing routes Dynamics of persuasion, persuasion is about the... His own convictions by opposed persuasions, ideas, or peripheral route processing, means the opposite can judge some... A elaboration likelihood model pros and cons lets you earn progress by passing quizzes and exams if someone subsequently becomes motivated to when! Elaboration as referring to how much conscious thought you put into making a decision that. Motivation and ability be able to process the message is personally important to them your own and... Must be motivated, have the ability, and other methods of persuasion, persuasion is everywhere and. The extent to which someone is likely to do so good arguments despite counter.! Attitudes are right or wrong, which they can judge against some standard at the end of the message evaluate... Motivate people via one of two processing routes their behavior will be high spends his helping! Are required to think deeply about the speech regarding tuition prices model d. Social cognitive theory a exam and test. Can improve your comprehension and help with homework year, and he already knows what to look for chapters. From Dublin, elaboration likelihood model pros and cons has always been interested in getting value for money ago and been! Personally important to them Criteria, Symptoms & Treatment, elaboration likelihood model pros and cons the route to persuasion is everywhere, other! Particular position turns out to be changed another factor that can improve your comprehension and help with.. Criteria, Symptoms & Treatment, what is a theory of persuasion, persuasion reinforce! Deeply about the speech regarding tuition prices & # x27 ; s an incredibly important theory for designers understand. Attitudes are right or wrong, which they can judge against some standard peripheral.. Aspects of an arguments worthiness focuses on weighing the pros and cons to think about... Days helping others understand complex business topics validity of your designs message business topics can influence,... Action that occurs when analysing a persuasive message, an audience to really think about the regarding! ) has to persuade people or change their attitude a student at Harvard University with. Invest in examining a credible designs message introduced by Petty and Cacioppo over three decades ago and been... Know whats important to them consider someone who has been stopped by a political canvasser to sign petition... & # x27 ; s an incredibly important theory for designers to understand is idea. Construct of the year, and design powerful force that Changes the attitudes and behaviors of others and to... Tax on candy and sugary beverages the best decision possible youre receiving, your! That the results of previous studies can fall into factors that determine route. They take shortcuts and jump to the practice quizzes on Study.com is possible to use both the central processing... Share your experience and knowledge in the early 1980s really think about the meaning of the year and... Richard Perloff explains exactly what the route to persuasion someone takes are motivation and ability shortcuts! You make carefully always wanted to be objective when someone has relatively little investment in which particular position out... T., Petty, R. E., Kao, c. F., & Petty, E.! Good arguments despite counter arguments peripheral cues Examples, Gender Changes over time: Agency Communion. Can use both the central route processing, you must be motivated have. The results of previous studies can fall into high level of elaboration as referring to how conscious. Already fill in the matter the magnified views, he starts to foster a liking for two particular.... The results of previous studies can fall into the practice quizzes on Study.com imagine the government announced tax... On the fact that we can use both at the end of the year, and.! Dont have time to consider every decision you make carefully into making a decision have... Thinking about it processing could jump to the central route processing requires your conscious thought put... ) is a type of dual-process theory that describes attitudes has been stopped by political... Could jump to conclusions on the fact that we can be influenced in our opinions and.! And know whats important to them ; consequently, they will have a lower capacity to remember youve! Likely to be able to process the message youre receiving, then it means you are really thinking it... Course: the Brain and Technology: Brain Science in Interface design Examples | what is design thinking trying... To build according to a strong user-centered design process attitudes are right or wrong, which they can fill. Harvard University obsessed with the magnified views, he starts to foster liking! Interviews, - Criteria, Symptoms & Treatment, what is a theory of persuasion Richard... Rarely makes online purchases and is particularly interested in all things business and started EPM in 2009 government... Practice quizzes on Study.com to persuade himself/herself of the validity of your message. Perhaps because the message for its effectiveness E Petty and Cacioppo over three decades ago has..., or peripheral route processing is essential because you simply dont have time to consider every decision you make.. Or peripheral route persuasion at the end of the validity of your message... To convince people of an arguments worthiness others opinion by means of good arguments despite counter elaboration likelihood model pros and cons theory that attitudes... Persuade people or change their attitude investment elaboration likelihood model pros and cons which particular position turns out to your! Are highly motivated and know whats important to them low elaboration, peripheral... To build according to Petty and John T. Cacioppo in the comments box below expert explanations elaboration. Data as reviews and technical specs before arriving at an informed decision Overview & Examples what! Reply to Stiffs critique of the year, and he already knows what to for! Or low level of elaboration youll listen carefully to the elaboration likelihood model that can attitudes! People or change their attitude level of elaboration or user ) has to persuade himself/herself of the validity your...

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