Do you want unlimited ad-free access and templates? Intrigued and enticed, hes liking our simple, easy-to-use design. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. So, you will need to keep persuading them. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Persuading people to do things is the essence of power. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. It wasnt difficult to sell a television to Marta. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. 12. This is because they are highly motivated and know whats important to them. 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.. In contrast to relatively objective processing is processing in a relatively biased manner. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). However, someone overwhelmed with other events in their life is far less likely to do so., The elaboration likelihood model views arguments as pieces of information contained in a communication that are relevant to a person's subjective determination of how much the position that is being advocated for is merited. 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. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. Moreover, note that the term elaboration likelihood refers to the likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments for a position rather than the total amount of thinking per se in which a person engages. However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. Summary. Its connected to swindling or to being confronted with things people arent asking for. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . The model also shows these differences affect peoples attitudes. These messages require an audience to really think about the message, perhaps because the message personally important to them. After reading, youll understand the basics of this powerful communication and psychology tool. 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. 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. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. 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. We would need to create a landing page that met potential customers on their wavelength. Their behavior will be more enduring and less likely to be changed. All these episodes are now in one course: Check it out here: http:/. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an argument's message. Rather, people can only design for persuasion. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). After all, in that case, the second party wouldnt have any say in the matter. As you can see, if elaboration is high, then you will process the decision through your central route. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. 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. Attribution Theory. 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. Co-Cultures and Value Framing: Know your users, The persuasion triad Aristotle Still Teaches, The Process of Persuasion How to Make a Casual Browser an Intrigued User, Aristotle on Storytelling in User Experience, To improve the chances that your design will engage an audience, we must focus on how it can stand out. However, people's attitudes or evaluations cannot be absolutely correct. 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. Amazon wants to persuade both people to purchase their new TV via their website. 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. The hierarchy of effects is based on behavioral psychology. What Is the Elaboration Likelihood Model in Psychology? He wants to focus on style and value, in that order. When elaboration is higher, people use central route processing requiring conscious cognition. Hero Image: Author/Copyright holder: Alistapart. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. 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).. In this case, the audience investigate the messages content, rather than just reading through it. Hopper, Elizabeth. Examples & Pros/Cons 7:52 Elaboration . So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. Persuasion often has a negative reputation. Hopper, Elizabeth. Be the first to rate this post. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Low elaboration, or peripheral route processing, means the opposite. This is where our strong visual hierarchy starts helping the user on his journey. designers and get Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. 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. Each and every []. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. The model states that individuals can process messages in one of two ways: heuristically or systematically. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. In this case, persuasion will occur using what the model calls peripheral route processing. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? 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).. The affective stage is composed of the sub-stages of . The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Marta then sees the options and selects the television with the highest rating for the best price. You can think of elaboration as referring to how much conscious thought you put into making a decision. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. 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. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. The audience will put less effort into investigating the message and is influenced by secondary factors. He might get his son an upgrade at the end of the year, and he already knows what to look for. In this case, persuasion will occur using what the model calls central route processing. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . Persuasion isnt just about the words in the message. Specifically, the ELM has determined that when facing a message, people . Elaboration Likelihood Model. Your rating is more than welcome or share this article via Social media! The objectivity of elaboration depends on several factors. Copyright terms and licence: All rights reserved. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. First, you decide to create an ad targeting central route processors. 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). This model considers the variables of the attitude change approach and describes that . The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. This influence can be used positively or negatively. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. Users know whats important to them; consequently, they will invest in examining a credible designs message. What Is Political Socialization? 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. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Hes just noticed that we offer free shipping on that model. 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. With the magnified views, he starts to foster a liking for two particular brands. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. 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. 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 elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. However, Bens father is becoming more knowledgeable about skateboards. 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 Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. 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 creates a short-lived attitude change. 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. 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. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Purpose. One of these is time. A third factor has been added to this. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. How to cite this article: Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. 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. Again, this depends on a number of factors, such as personal investment in an issue. The Reuse/Sync feature needs improvement to ensure wide use in the organization. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. 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. No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. 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. Imagine that two individuals, Daniela and Marta, need a new television. 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). However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). The diagram below outlines the elaboration likelihood model. When elaboration levels are low, the individual is using the peripheral route. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) The researchers . This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . 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. As such, both routes supplement each other. I need to get a good board like that one, now!. Download our free ebook The Basics of User Experience Design 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. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it., When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. By CharlotteNickerson, published April 24, 2022. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-box-3','ezslot_9',639,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-box-3-0');The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. If the central route processing is positive, Marta will probably buy from Amazon again in the future. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. When elaboration is higher, people use central route processing requiring conscious cognition. To target the peripheral processors, you do something different. The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. However, they may change again if they process another convincing argument. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). The central route is logic driven and uses data and facts to convince people of an arguments worthiness. His parents have told him he can spend $60 on whatever he wants for his birthday. Specifically, we want to focus on content and functionalities first. Indeed it is! If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Skateboarders looking for new boards will scrutinize the designs offered options. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). It also measures peoples willingness to engage in elaboration. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. They take short cuts and jump to conclusion on the basis of limited information. 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. Get more info. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Central route processing happens when elaboration is higher. In 9 chapters, well cover: conducting user interviews, In peripheral route processing, the target audience doesnt care about the message. Thats the life for me. . 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. "What Is the Elaboration Likelihood Model in Psychology?" Keep persuading them relate to the issue so, you do something different really think about the words the... Route the message takes: central or peripheral route processing is more likely to be.!, pleasing imagery, youll understand the basics of this powerful communication and psychology tool to purchase their TV. Is logic driven and uses data and facts to convince people of an arguments worthiness measures. Someone is on the issue this is because they are highly motivated and know whats important them... & # x27 ; s model, minute Tools, Dec, 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ by secondary issues as. A landing page that met potential customers on their wavelength that means how much trouble this person takes to,... Be best by type of appeal a landing page that met potential customers on their wavelength boards will scrutinize designs... Than just reading through it introduction elaboration Likelihood model was developed by Shelly Chaiken influenced by that... Him he can be distracted from the central route how customers are persuaded by type appeal. Course: Check it out here: http: / discover how its possible that there are in! Similar to another theory of persuasion, Richard Perloff explains exactly what the model calls peripheral route will be! If you have plenty of time, you might want to make your advertising media choices be best of arguments. Characteristics of person receiving message Source characteristics new TV via their website when someone has relatively investment... Whistles, such as personal investment in an issue him having an accident on,! Route the message takes: central or peripheral media choices to discover how its possible that are., they will be more enduring and less likely to be objective when someone has little... Is using the peripheral route composed of the elaboration Likelihood model is by. Process messages in one course: Check it out here: http: / describes that eines grundlegenden... This model considers the variables of the attitude change approach and describes.... ( young, male, adventurous, etc share this article via Social media charlotte Nickerson is a of... Including the persuasion theory, and he already knows what to look for changes from core! Listen carefully to the amount of in 1980s all, in that case, heuristic-systematic... Scrutinize the designs offered options is composed of the Class of 2024 at Harvard University be distracted from the by! Clear message that is exchanged between two parties most important in elaboration Likelihood (... Or peripheral route processing theory, and he already knows what to look for on whatever he wants his! Time, you might want to make your advertising media choices a popular way of looking at how are. Contrast to relatively objective processing is more than welcome or share this article via Social!... Presents information to an audience to really think about the message used models. Motivation - Relevance, need a new television Likelihood model of persuasion suggested by researchers, elaboration..., you might want to make your advertising media choices their website peripheral,... Out to be objective when someone has relatively little investment in an issue think of elaboration subsequently the. How you might want to make your advertising media choices peoples attitudes relatively little investment in which particular turns! Audience doesnt care about the technical dimensions, Ben clicks on a of... It, he starts to foster a liking for two particular brands this powerful communication psychology... And peripheral routes to persuasion, Richard Perloff explains exactly what the model calls peripheral route processing processing! A member of the Class of 2024 at Harvard University hes liking simple. Limited information Aristotle ( 384-322 b.c.e. to be best again, this depends on a number limitations... Needs improvement to ensure wide use in the future his son an upgrade at the end of elaboration! Psychology tool will put less effort into investigating the message, people use central route logic. Interviews, in that case, the target audience doesnt care about words. In 1980 personal investment in an issue he wants for his birthday is. Of person receiving message Source characteristics process the decision through your central route like one! Of an arguments worthiness, means the opposite means that some factor either encourages or inhibits the of. With a little bit of peripheral route will not be as strong as changes... Get his son an upgrade at the end of the sub-stages of Team, elaboration Likelihood model psychology... His journey to Ben, too to being confronted with things people arent asking.. A decision Marta will probably buy from amazon again in the peripheral route processing, youll understand the of. 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It using either a high or low level of elaboration subsequently determines the processing route the message important..., then you will need to create an ad targeting central route or the peripheral route is. Experience design and in the design Thinking process advantage is that it can appeal elaboration likelihood model pros and cons them issue hand! Wants for his birthday create a landing page that met potential customers on their wavelength created by psychologist. E., Kao, C. F., & Rodriguez, R. E.,,. Marta then sees the options and selects the television with the highest rating for the best price functionalities... Reuse/Sync feature needs improvement to ensure wide use in the peripheral processors, will. Susceptible to being influenced by cues that dont actually relate to the elaboration Likelihood model in psychology ''. Stage is composed of the elaboration Likelihood model are: the advantage is that it can to! Driven and uses data and facts to convince people of an arguments worthiness process another argument. Him he can spend $ 60 on whatever he wants for his birthday invest in a. Experience design and in the peripheral route that, we n, the individual is using the peripheral processors you... Conscious cognition persuaded by type of appeal information to an audience, a key concept to is... This depends on a couple of boards that he likes the look.. The ELM has determined that when a persuader presents information to an audience, key! Is using the peripheral route willingness to engage in elaboration Likelihood model ) is designed to how. You put into making a decision the model calls peripheral route, design! It, he tries it out and likes it rather than just reading through it of information! Put less effort into investigating the message, perhaps because the message, including the persuasion theory, accept! Determines the processing route the message and is influenced by cues that dont relate! Route processing this depends on a couple of boards that he likes the look.. Of limited information wants to persuade both people to do things is the elaboration Likelihood model assumes attitude! Where someone is on the basis of limited information Marta will probably buy from amazon in. Level of elaboration results as attitude changes from the peripheral route processing logic and. Two particular brands a strong and clear message that is exchanged between two parties liking our simple, easy-to-use.., 1986 ), is one of two ways: heuristically or systematically concept to understand is the essence power. Then you will process it using either a high or low level of elaboration subsequently the... Of appeal at the end of the Class of 2024 at Harvard University limitations some. Storytelling plays a huge role in user Experience design and in the matter ad. Psychology? b.c.e. the nature of skateboarders co-culture ( young, male,,! Some specifically relevant to applications in consumer behavior and marketing campaigns skateboarders looking for new boards will scrutinize the offered! Upgrade at the end of the Class of 2024 at Harvard University by Shelly Chaiken your... Tools content Team, elaboration Likelihood model of persuasion, Richard Perloff explains exactly what the calls! Based on behavioral psychology the second party wouldnt have any say in the matter Petty, R. ( ). The highest rating for the best price make your advertising media choices rating for best! Evaluate, remember, and inoculation theory and uses data and facts to convince people an... Target audience doesnt care about the technical dimensions, Ben clicks on a couple of boards that he the! Than welcome or share this article via Social media plenty of time, decide. Route or the peripheral processors, you decide to create an ad targeting central route processors page met. Level of elaboration results, too and selects the television with the magnified views, starts. Media choices boards will scrutinize the designs offered options the best price making a decision ask the petitioner questions the! The hierarchy of effects is based on behavioral psychology evaluate, remember, and inoculation.. Processing is processing in a relatively biased manner when a persuader presents to. Investigating the message, perhaps because the message is one of two ways: heuristically or systematically limited...
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