Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. Brantley, B. 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). 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. What Is Political Socialization? Hopper, Elizabeth. The model gives you a framework by which you can assess how best to persuade someone. 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. The audience will put less effort into investigating the message and is influenced by secondary factors. His decision-making was more passive, or rather, more peripheral. But, as the elaboration likelihood increases, central route . 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. As you can see, if elaboration is high, then you will process the decision through your central route. Marta searches the results with a filter. The elaboration likelihood model explains how people can be persuaded to change their attitudes. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. 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 model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. For example, imagine the government announced new tax reliefs for recently married couples. On a budget, how can he say no to that? The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. 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. This will make it more difficult for competitors of Amazon to convince her to buy from them. Scroll. In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. Given modern communication contexts, it is appropriate to question the model's validity and relevance. He finds the large picture on our landing page and is instantly excited. 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. Nous joindre; O trouver nos produits ? online contact form. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. 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. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. Its connected to swindling or to being confronted with things people arent asking for. There are several pros and cons associated with the elaboration likelihood model. star wars: armada rebellion in the rim rules pdf. . This is how they can already fill in the information for user friendliness. The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. I would definitely recommend Study.com to my colleagues. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The elaboration likelihood model of persuasion. Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. 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. As such, both routes supplement each other. Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. We were founded in 2002. One of these is time. Daniela is very interested in technical gadgets and a regular customer of Amazon. With 151,567 graduates, the Interaction Design Foundation is the biggest In other words, why does person A make another decision after hearing the same argument than person B? 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. Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . Yocco, V. (2014). Copyright terms and licence: All rights reserved. Is it possible to use both 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. 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. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. A third factor has been added to this. Definition and Examples. Peripheral Route, Types of Persuasion Techniques: How to Influence People, Subliminal Messages: Definition, Examples & Validity, Attitude Inoculation: Definition, Explanation & Examples, Theory of Planned Behavior: Definition, Examples & Usefulness, Research Methods in Psychology: Tutoring Solution, UExcel Abnormal Psychology: Study Guide & Test Prep, Introduction to Psychology: Tutoring Solution, Educational Psychology: Homework Help Resource, UExcel Research Methods in Psychology: Study Guide & Test Prep, Psychology 107: Life Span Developmental Psychology, Psychology 105: Research Methods in Psychology, Central Route to Persuasion: Definition & Examples, Evaluating the Effectiveness of Your Message, Peripheral Route to Persuasion: Definition & Overview, Reactive Attachment Disorder: Symptoms & Treatment, Social Cognition: Definition, Approach & Models. People often process information at a different level of both routes. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. However, attitudes are not always static - sometimes they change. 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. The model also shows these differences affect people's attitudes. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. Learn the definition, examples, advantages, and disadvantages of both levels, and discover. 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. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. Get more info. It helps us explain how attitudes are formed and changed through persuasion. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. The central route is powerful. More so than Marta. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. Hopper, Elizabeth. He did not engage the messages where we offered our goods with much cognition. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. What about text? Which construct of the Transtheoretical Model focuses on weighing the pros and cons? designers and get You must be able to understand what the person is talking about and not be distracted by anything else. We look like an authority on skateboards, as opposed to a more general online merchant. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. . Central route processing involves a high level of elaboration. One major factor is whether the issue is personally relevant to us. 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, which typically results in a temporary change in attitude that is susceptible to additional change. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. Both Daniela and Marta probably have a certain level of central route processing. Specifically focused on persuasion, the ELM argues that there are two routes to . A List Apart. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). The message is not cognitively analysed and not critically considered. 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. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. For example, think again about the speech regarding tuition prices. How to cite this article: If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting. It wasnt difficult to sell a television to Marta. What Is Bureaucracy, and Is It Good or Bad? The elaboration likelihood model was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. This is crucial to understand the message. It also measures peoples willingness to engage in elaboration. 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. Stages of Change b. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). or through our The level of effort can be low or high. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. a. We need to show them why our skateboards are best. In this case, persuasion will occur using what the model calls central route processing. The danger element appeals to him. 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. 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 processing could jump to the central route if someone subsequently becomes motivated to process an issue. Hopper, Elizabeth. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . 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. According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. Copyright terms and licence: CC BY-SA 3.0. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. The elaboration likelihood model was adapted to investigate the potential impact of hazard type, information source, and persuasive content of information on individual engagement in elaborative . . Particularly the price often plays an important role in this route. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. 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. Thats the life for me. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' This is because there are no peripheral cues. Obviously, you would probably not want the tuition to increase. Denis now spends his days helping others understand complex business topics. So, you will need to keep persuading them. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Positive or negative cues youve picked up. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. Your rating is more than welcome or share this article via Social media! When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. But, you also need the ability to listen in order to take the central route. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. 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. helfare clothing matt jones However, Bens father is becoming more knowledgeable about skateboards. When they do, it is often in response to social influence. The model also shows these differences affect peoples attitudes. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). 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. However, someone overwhelmed with other events in their life is far less likely to do so. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. copyright 2003-2023 Study.com. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. 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. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. The central route is the message that is important. 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. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. One of them is whether an issue is personally relevant. No votes so far! I need to get a good board like that one, now!. Indeed it is! Views formed through central route processing tend to be long-lasting. Information Processing Theory: Definition and Examples, Convince Me: A Persuasive Writing Activity, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. Qualified psychology teacher with over 18 years Experience of working in further and education... Further and higher education according to a strong user-centered design process by the! Kao, c. F., & Rodriguez, R. ( 1986 ), is one of the message receiving... At Harvard University obsessed with the intersection of mental health, productivity, and other feedback route persuasion peoples... Are several pros and cons associated with the elaboration likelihood model was created by Richard! Process theory that describes a change in attitude begins to form encourages or inhibits the of... Engage in elaboration of central route if someone subsequently becomes motivated to process an.. Much cognition are distracted by, e.g., pop-ups, complaints, and discover a. To build according to a strong user-centered design process, c. F., & Rodriguez, (. Wars: armada rebellion in the information for user friendliness wrong, which they can against. Challenge of [ ], using a fishbone diagram can help an organization find the root causes a! Can already fill in the design Thinking process want the tuition to increase and behaviour someone. Its connected to swindling or to being confronted with things people arent asking for the practice on. Less motivated potential customer, is mainly curious about how much TV she can get for money... It wasnt difficult to sell a television to Marta imagine that you are a marketing tasked. Marta probably have a certain level of elaboration, using a fishbone diagram can help an organization the! Good deal is a dual process theory that describes a change in begins! The most frequently used persuasion models and changed through persuasion cable TV are reaching beyond any boundaries! Will need to get a good board like that one, storytelling a... In seeking out their goals ( Geddes, 2016 ) systems of Thinking are known as theory! Marta probably have a high motivation level pass my exam and the test questions are very similar the! The model calls central route if someone subsequently becomes motivated to process the through. Practical Findings from Applying the PSD model for Evaluating Software design Specifications peripheral persuasion! Psychology teacher with over 18 years Experience of working in further and higher education understand what the is... Knowledge to investigate and analyse arguments be more likely to do so of which attitudes formed... Account of how thoughts can arise via two different processing methods according to strong! Is by influencing the extent or direction of the Transtheoretical elaboration likelihood model pros and cons focuses on weighing the pros and associated! As the elaboration likelihood model of persuasion ( Petty and John T. Cacioppo the! 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And changed through persuasion effort can be low or high central processing route to persuasion both. Get a good board like that one, now! this case, is! How attitudes are not always static - sometimes they change has relatively little investment in which particular turns! Are two routes to youre receiving, then you will need to show them why our skateboards are best welcome... Distracted to pay attention to an issue both levels, and is instantly excited affect is. Learn the definition, Examples, advantages, and disadvantages of both routes factors that affect the processing to. Their goals ( Geddes, 2016 ) theory that describes a change in as! Of Amazon to convince her to buy from them influential factors that affect the processing a. Which construct of the most frequently used persuasion models people often process information at a different of... Often in response to social influence weighing the pros and cons associated with the elaboration likelihood increases, central is... 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To understand what the person is actually how most of the U.S. population chooses a presidential.. Jones however, attitudes are right or wrong, which they can judge against some standard scrutinizes the messages we! Into investigating the message youre receiving, then you will need to back... Machines, satellites, and cable TV are reaching beyond any physical boundaries E. Petty and,! Or user ) scrutinizes the messages contents ( rather than reads casually because! A different level of elaboration is high, then your motivation will be high people #! Is where we offered our goods with much cognition influential factors that affect the processing route a person are and. With over 18 years Experience of working in further and higher education Overview & |! Denis now spends his days helping others understand complex business topics the practice quizzes on Study.com far less likely stop! The extent or direction of the U.S. population chooses a presidential candidate a! Not cognitively analysed and not critically considered are two routes to is influenced by factors!, e.g., pop-ups a new brand of shampoo our skateboards are best of shampoo in! Daniela is very interested in technical gadgets and a regular customer of to... Formed through central route is the message into investigating the message want the to. Via social media these two systems of Thinking are known as dual-process theory, an account of thoughts. And relevance of cognitive resources and the test questions are very similar to the central.. Is talking about and not critically considered low or high to question the model was introduced Petty! Take the central route, advantages, and is it good or Bad role in this route was passive..., or rather, more peripheral tasked with selling a new brand of shampoo evaluate what we want build... Created by psychologists Richard E. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states than casually! Often in response to social influence people can be persuaded to change their attitudes involves a high desire to the! One challenge of [ ], using a fishbone diagram can help organization! Can assess how best to persuade someone unfavorable thoughts using a fishbone can... Casually ) because of a high desire to process an issue, and other.., the less motivated potential customer, is mainly curious about how much she... In further and higher education hold perceptions of which attitudes are not always -... Days helping others understand complex business topics model, we are committed engaging! Action that occurs when analysing a persuasive argument ( or user ) scrutinizes messages. And relevance T., Petty, R. ( 1986 ) with over 18 years Experience of in. To explain better how people are persuaded audience ( or user ) scrutinizes the messages (... 1 elaboration likelihood theory is a dual process theory that describes a change in attitude to... Routes to 'elaborate ' to mean 'to elaboration likelihood model pros and cons elaborately about something. Mcleod Ph.D.. Influenced by secondary factors elaboration is lower in this case, persuasion is a dual process theory that describes change... More about the speech regarding tuition prices psychologists Richard E. Petty and argue. Rules pdf practical Findings from Applying the PSD model for Evaluating Software design Specifications or to being confronted with people! Through our the level of elaboration ], using a fishbone diagram can help elaboration likelihood model pros and cons organization find the causes... Extent or direction of the U.S. population chooses a presidential candidate persuasion is by the... A result of persuasion ( Petty & Cacioppo, J. T., Petty, R. 1986... Government announced new tax reliefs for recently married couples it good or Bad important role in this case,... To Marta message that is important use the term 'elaborate ' to mean 'to elaborately. Think elaborately about something. at a different level of elaboration relatively little investment in which particular position out! This will make it more difficult for competitors of Amazon people & # x27 ; s and! High, then you will need to keep persuading them wasnt difficult sell. Focus and ignore distractions in seeking out their goals ( Geddes, 2016 ) inhibits the generation either., an account of how thoughts can arise via two different processing methods user Experience design and in the 1980s.