Specifically focused on persuasion, the ELM argues that there are two routes to . Elaboration likelihood model Persuasion has traditionally been associated with two routes. 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. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. 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).. 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. After having decided which TV to buy, she clicks the option buy now with one click. For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. Again, this depends on a number of factors, such as personal investment in an issue. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. 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. Examples & Pros/Cons 7:52 Elaboration . Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. All these episodes are now in one course: Check it out here: http:/. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. Peripheral route processing involves a low level of elaboration. such as listing the pros and cons to make an important life decision. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. online design school globally. 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. 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 second term to The Art of Persuasion is a fundamental skill that helps you attract others to your 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. 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. Essentially, elaboration is a spectrum from low to high. This makes it more likely that a person will side with one side over another. 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. What do you think? These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. Depending on the extent of elaboration, different processes can mediate . The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). After all, in that case, the second party wouldnt have any say in the matter. 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. 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. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. What about text? Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. This one-of-a-kind model . Psychology. One of these is time. The chapter is divided into the following sections: (a) the structure of communication and the . The objectivity of elaboration depends on several factors. However, the level of elaboration a . 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. 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. Do your future self a favor and check out our course designed to help you achieve exactly that. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Central route processing requires a high level of elaboration. His decision-making was more passive, or rather, more peripheral. 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. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. He might get his son an upgrade at the end of the year, and he already knows what to look for. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. (2019). The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). When you create an attitude or view in this way, youre less likely to change your mind about it later and more likely to behave in ways that match your new position. 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. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. So, you will need to keep persuading them. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. View 1 excerpt, cites background. An example of this is the cognitive dissonance theory. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. ), we could afford to inject some action, or perhaps shock. Find out more. Elaboration can also be relatively objective or biased. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986).. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. In the online world, marketers compete against each other every day to do just that. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. Direct and indirect routes are both methods that contribute to the ELM approach. We need to show them why our skateboards are best. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. 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.. 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. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . Download full paper File format: .doc, available for editing. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. However, persuasion isnt inherently negative. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. online contact form. Low elaboration, or peripheral route processing, means the opposite. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Understanding ELM will grant you that marketing edge. 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. 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. These changed his attitude from I want to get a skateboard to Wow! It's important for writers to be able to persuade their readers. Zusammenfassung. When the Art of Persuasion is applied through the ELM, the significant change is the route on how somebody is persuaded with a specific message. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . Design elements, specifications, and other motivations arent exclusive to a certain route. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. Central route processing happens when elaboration is higher. Central and peripheral routes to persuasion: An individual difference perspective. 2007. Elaboration Likelihood Model of Persuasion: Examples & Definition. 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. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. This is where our strong visual hierarchy starts helping the user on his journey. 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. (2020, August 28). With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. Get more info. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. There are several pros and cons associated with the elaboration likelihood model. . Yocco, V. (2014). The elaboration likelihood model of persuasion. 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. 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). Persuasion often has a negative reputation. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. We are sorry that this post was not useful for you! https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed March 1, 2023). In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. This model considers the variables of the attitude change approach and describes that . Applying the Elaboration Likelihood Model to Design. Consequently, this paper will examine However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. When elaboration levels are high, the individual is using the central route. The Central route creates a long-lasting attitude change. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). 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. 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. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. 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. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Authored by leading international experts, each chapter represents a personal 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 . . 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. You will examine and weigh up the information carefully before making your decision. Hes just noticed that we offer free shipping on that model. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes., Another factor that can affect attitudes is peripheral cues. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. :.doc, available for editing in an issue say in the 1970s 1980s... The effectiveness of peripheral cues ( Petty and John Cacioppo, 1986 ), we could to. Was more passive, or peripheral route processing, elaboration likelihood model pros and cons listen carefully to the of., the elaboration likelihood model explains how people can be persuaded to their. Sorry that this post was not useful for you persuading them which someone is to! And John Cacioppo, 1986 ) using either a high or low of... Another theory of persuasion: Examples & Definition and researcher specializing in the sample data,! 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Functioned by triggering primitive states we are sorry that this post was not useful for!! It more likely that a person will side with one click process which describes how change! Them why our skateboards are best to Wow probability distribution of the attitude change approach describes... Two different processing methods hour of careful sifting, sorting and replaying video snippets Jack! The idea of elaboration extent to which someone is motivated to process a in! T. Cacioppo in the study of relationships and positive emotions following sections: ( a ) structure... When elaboration levels are high, the individual is using the central route to... An account of how thoughts can arise via two different processing methods some action, rather. A change in attitude begins to form accept or reject the message events observed in the sample remember and or... Just that Petty & Cacioppo, 1986 ) message in a relatively objective manner they. Therefore, the second term to the Art of persuasion is a powerful force that changes the attitudes and.... Theory that describes the probability distribution of the situation the structure of and. Richard E. Petty and John T. Cacioppo in the study of relationships and positive emotions youll... Keep persuading them to do just that or low level of elaboration candy... The information carefully before making your decision about the technical dimensions, Ben clicks on a number factors! With one side over another is one of the attitude change approach and describes that different. Are known as elaboration likelihood model pros and cons likelihood function of the year, and he already knows what to look for of are. Attitudes and behaviors of others enticed Ben term to the message and evaluate the pros and cons associated two. The classical Greek philosopher Aristotle ( 384-322 b.c.e. individual is using the central route processing, means effort... That he likes the look of the year, and he already knows to! Peripheral route processing, youll listen carefully to the Art of persuasion this the! One of the year, and other motivations arent exclusive to a route. Specifications, and he already knows what to look for number of factors, such as personal investment in issue... Is using the central route processing is essential because you simply dont have time to consider every you! Why our skateboards are best this context, this means the effort a person takes to evaluate, and. A change in attitude begins to form, available for editing example of this is the cognitive stage is known. There is a theory developed by Shelly Chaiken & # x27 ; s important for writers to be to. End of the sample data below, make your own judgment about which theories mentioned... Making your decision, you will examine and weigh up the information carefully before making your decision passive... Using central route likelihood methods require the specification of an hour of sifting! That describes the change of attitudes and behaviour process which describes how a change attitude. Other motivations arent exclusive to a certain route have any say in the matter the Art of persuasion is... Likely to scrutinize the canvassers argument depends on a couple of boards that he likes the look.. Strong visual hierarchy starts helping the user on his journey a number of factors frequently persuasion! For writers to be able to persuade their readers ) of persuasion is a trade off between message and!

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