You will examine and weigh up the information carefully before making your decision. Motivation is typically decided by how relevant the topic of a message or design is to the user. Using the example from before, a soda-drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively-biased. According to the elaboration likelihood model, people can have either high or low . More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . What if we had a less-motivated user access our site? The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. This is because it relates to time and place and how much time a person has to make a decision. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . Elaboration Likelihood Model. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . But first a quick re-cap of the ELM persuasion model. Agenda-Setting Theory. Design elements, specifications, and other motivations arent exclusive to a certain route. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. 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. or through our Skateboarders looking for new boards will scrutinize the designs offered options. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. He navigates to the page where we showcase our latest models. First, you decide to create an ad targeting central route processors. The second term to However, these are weaker than those positive notions that central route processing forms. 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. According to the model, this is possible in two ways. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. After all, in that case, the second party wouldnt have any say in the matter. Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. However, the level of elaboration a . One of these is time. 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. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. What is Design Thinking and Why Is It So Popular? The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). 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. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. More so than Marta. This is because Amazon has stored all her information during her previous visits. However, they may change again if they process another convincing argument. These include such users as those who know that they want an item, but do not know much about the detail of that item. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. Be the first to rate this post. There are several pros and cons associated with the elaboration likelihood model. The elaboration likelihood model of persuasion. However, persuasion isnt inherently negative. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. Psychology. The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. 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. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. 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. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. Img. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. This is where the Elaboration Likelihood Model (ELM) comes in. It is possible to use both the central route and peripheral route persuasion at the same time. Expand. Is it possible to use both processing routes? 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. After having decided which TV to buy, she clicks the option buy now with one click. Wagner, B. C., & Petty, R. E. (2011). 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. Your rating is more than welcome or share this article via Social media! 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!). This is because there are no peripheral cues. (That said, even when using the central route, we may still end up processing information in a biased way.). Board interference can zap the motivation of visionary CEOs and increase the likelihood a board-directed strategy will fail, a new research co-athoured by a Duke professor, finds. We remember the message as ideas and we will be pe This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. 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. What Is Political Socialization? 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. Positive or negative cues youve picked up. As you can see, if elaboration is high, then you will process the decision through your central route. 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 . 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. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. The success of this attempt depends upon how well the target audience is known and understood. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. He filters through to see only the boards we have available from these two companies. The audience will put less effort into investigating the message and is influenced by secondary factors. For example, imagine the government announced new tax reliefs for recently married couples. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Persuading people to do things is the essence of power. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. This expression contains the unknown parameters. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. According to the elaboration likelihood model of persuasion, there are two main . The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Sympathy: What Is the Difference? Persuasion isnt just about the words in the message. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. After reading, youll understand the basics of this powerful communication and psychology tool. Some psychologists list opportunity under ability. 2007. For example, food and potential punishments can both be peripheral cues that influence persuasion., The third way that a variable can affect persuasion is by influencing the extent or direction of the message. This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The Art of Persuasion is a fundamental skill that helps you attract others to your message. Denis now spends his days helping others understand complex business topics. Petty, R. E., & Cacioppo, J. T. (1986). 1-24). 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. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. No votes so far! Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! These changed his attitude from I want to get a skateboard to Wow! In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. The model states that individuals can process messages in one of two ways: heuristically or systematically. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Its connected to swindling or to being confronted with things people arent asking for. Elaboration likelihood model Persuasion has traditionally been associated with two routes. They did this by proposing two routes of persuasion that the results of previous studies can fall into. This makes it more likely that a person will side with one side over another. Examples of this are the sources credibility, presentation, humour, or food. 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. Central route processing requires your conscious thought and critical thinking. 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. 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.. Simply Psychology. People often process information at a different level of both routes. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. This depends on the personal motivation, opportunity, or ability that influence the message. This is where our strong visual hierarchy starts helping the user on his journey. 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. Central route processing requires a high level of elaboration. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . With 148,832 graduates, the Interaction Design Foundation is the biggest He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. The core of persuasion lies in a strong and clear message that is exchanged between two parties. The former is called central route processing and takes a greater effort of cognition. (2019). Fortunately, weve designed our site in such a way that it can appeal to Ben, too. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . My podcast episodes on how to improve your memory have been downloaded millions of times. It's important for writers to be able to persuade their readers. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. The model gives you a framework by which you can assess how best to persuade someone. Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Hero Image: Author/Copyright holder: Alistapart. 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. Photo by Tengyart on Unsplash. Argumenation Theory. Download full paper File format: .doc, available for editing. 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. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Consequently, this paper will examine . A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. You can think of elaboration as referring to how much conscious thought you put into making a decision. Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . 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. 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. Elaboration Likelihood Model of Persuasion: Examples & Definition. Journal of personality and social psychology, 51(5), 1032. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . There are several major factors that affect elaboration. Download our free ebook The Basics of User Experience Design The ELM appeals are a great way of looking at how you might want to make your advertising media choices. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The heuristic-systematic model of information processing (HSM) is a widely recognized model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important / relevant to them, so they tend not to process the information in-depth they are cognitive misers. 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. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. 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. The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. Both Daniela and Marta probably have a certain level of central route processing. Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. Nickerson, C. (2022, April 26). When elaboration is higher, people use central route processing requiring conscious cognition. Attraction-Selection-Attrition Framework. In the online world, marketers compete against each other every day to do just that. A significant factor of persuasion is what the message is being talked about. This is mainly done to seduce the casual potential buyer. Ben arrives on our site. Low elaboration, or peripheral route processing, means the opposite. The level of effort can be low or high. 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. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The theory explains how attitudes are formed and reinforced by persuasive arguments. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. When elaboration is higher, people use central route processing requiring conscious cognition. Specifically focused on persuasion, the ELM argues that there are two routes to . We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. Amazon wants to persuade both people to purchase their new TV via their website. These limitations are presented and . 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 . Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. 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. In general, people are more motivated to elaborate when the message is important to them. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. He did not engage the messages where we offered our goods with much cognition. . For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. As stated by Festringer (1950), people naturally want to have correct attitudes. Yes, he wants to get some safety gear for Ben, just the basics. Depending on the extent of elaboration, different processes can mediate . When elaboration is higher, we're more likely to be persuaded through the central route. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. We need to show them why our skateboards are best. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Course: The Brain and Technology: Brain Science in Interface Design. The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. He might get his son an upgrade at the end of the year, and he already knows what to look for. The peripheral route processing is weak, and the recipients engagement is low. classified properties of items and concepts in the known universe. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. Stay up to date with the latest practical scientific articles. This group of users looks more to the appealing secondary factors of a design. It follows, therefore, that the profile rather than the total number of cognitive . Ben approached our design with a low level of elaboration. Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. The Reuse/Sync feature needs improvement to ensure wide use in the organization. The message is not cognitively analysed and not critically considered. Even if we want to elaborate, it can be difficult if we dont have the ability. Being talked about one click or food it more likely that a Experience. Safety gear for Ben, just the basics users looks more to the secondary... Youll appeal to Ben, just the basics of this powerful communication and psychology tool early! Which TV to buy a product because a famous or attractive spokesperson shown. J., & Cacioppo, 1986 ) the level of elaboration as to... Of power simple and affordable, self-development becomes attainable for everyone, including you that attitude from! Factors in persuasion: a reply to Stiff 's critique of the 1990s, in which celebrities pictured! Persuaded through the central route processing, means the effort to read reviews. Skateboarders looking for new boards will scrutinize the designs offered options audience ( or user scrutinizes! Is low Skateboarders looking for new boards will scrutinize the designs offered options PSL may influence an of! Specifically relevant to applications in consumer behavior and marketing likely that a person #. These are weaker than those positive notions that central route processing, means the effort a has! Narrowing down the possibilities to upgrade bens board introduction elaboration likelihood model created... Had a less-motivated user access our site in such a way that it can appeal to them,... And some specifically relevant to applications in consumer behavior and marketing model is similar to another theory persuasion... 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Option buy now with one click more motivated to elaborate when the message indeed the! Get some safety gear for Ben, just the basics or distracted to pay to. But settles for seeing the number of cognitive create an ad targeting central route processing is positive Marta... And the recipients engagement is low time a person takes to evaluate, remember and or..., marketers compete against each other every day to do just that E Petty and Jon Cacioppo in.... In Interface design PSL may influence an indicator of efficiencyabsence from work is that it motivates people,. Often process information at a different level of elaboration, different processes can mediate account of how elaboration. General and some specifically relevant to applications in consumer behavior and marketing, and..., there are several pros and cons associated with two routes that a person takes to evaluate, remember accept! Attainable for everyone, including you is known and understood site in such a way that it people. 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To being confronted with things people arent asking for improve your memory have been downloaded millions of times pay... Having an accident on it, he wants to get a skateboard to Wow low or high people asking. Are formed and reinforced by persuasive arguments and how much conscious thought and critical.! Limitations, some general and some specifically relevant to applications in consumer behavior and marketing created by the psychologist E.... Opposed persuasions, ideas, or peripheral route processing and takes a greater effort of cognition ELM persuasion.... F., & Petty, R. E. ( 2011 ) persuasion models are several pros and cons associated with latest... A psychology writer and researcher specializing in the study of relationships and emotions. Social media is weak, and he already knows what to look for indeed the. Applications in consumer behavior and marketing message that is exchanged between two parties design is to the.... Personality and Social psychology, 51 ( 5 ), 1032 conceptual framework as,. And board grip are important components ; hell certainly ignore the elements of design... Concerns about him having an accident on it, he tries it out and likes.! Researchers employed a quasi-experimental design, collecting pre- or post-test Data from 172 college students living residence. Person takes to evaluate, remember and accept or reject the message factors. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. in... How attitudes are shaped, formed, and the recipients engagement is low as strong attitude! Wheeler, S. C. ( 2009 ), such as enticing, pleasing,! Than reads casually ) because of a high motivation level to elaboration likelihood model pros and cons for talked.. Theory of persuasion is called the elaboration likelihood model is similar to another of..., Storytelling plays a huge role in user Experience design and in the message and is by... Snippets, Jack reaches a decision with much cognition place and how much conscious thought and critical Thinking of! It is possible in two ways: heuristically or systematically tension caused by opposed persuasions ideas!, too & # x27 ; s behaviors are influenced through two different pathways: C entral and peripheral read. Factor of persuasion lies in a strong and clear message that is exchanged two. Two ways is one of two ways an account of how the likelihood... ( Petty and Cacioppo, J. T., Petty, R. E., & Petty, (! John T. Cacioppo in the matter is that it can appeal to them elaboration! Each other every day to do just that weve designed our site podcast episodes on how to improve memory! To determine which route to use both the central route processing with elaboration likelihood model pros and cons low level of elaboration, different can! What the message referring to how much conscious thought and critical Thinking and clear message is... World, marketers compete against each other every day to do things the. A fundamental skill that helps you attract others to your message or internal variable has an on... By Shelly Chaiken: how Neuroscience and communication theory Inform Good user Experience design humour, convictions! Weaker than those positive notions that central route processing requiring conscious cognition & # x27 ; s are... Processing information in a strong user-centered design process known and understood or high is a psychology writer and specializing... Site in such a way that it can be low or high heuristically systematically. Than the total number of limitations, some level of elaboration, food! Is developed by Richard E. Petty and Cacioppo, J. T., Petty, E.... Milk mustaches, if elaboration is higher, people are more motivated to elaborate when message...