elaboration likelihood model pros and cons

Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. So, you certainly have motivation. 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. Lets say that Ben, 14, has just moved to a new city and started a new school. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. 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. Each and every []. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. 1-24). No votes so far! But, you also need the ability to listen in order to take the central route. Knowledge of the demographic profile of a target audience, e.g their level of need of cognition, can also guide internet marketers to design appropriate promotional materials and review formats in order to influence online shoppers effectively. Skateboarders looking for new boards will scrutinize the designs offered options. When elaboration is lower, were more likely to be persuaded through the peripheral route. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Examples of this are the sources credibility, presentation, humour, or food. The level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. 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. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. This means that persuasion isnt force. Specifically, we want to focus on content and functionalities first. A woman brainstorms in front of a whiteboard. 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. 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. It concludes with an Elaboration Likelihood Model example. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Share your experience and knowledge in the comments box below. (That said, even when using the central route, we may still end up processing information in a biased way.). Its like a teacher waved a magic wand and did the work for me. Try refreshing the page, or contact customer support. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. You will examine and weigh up the information carefully before making your decision. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Nous joindre; O trouver nos produits ? When elaboration is higher, were more likely to be persuaded through the central route. Some messages can trigger more mental processing than others. Elaboration Likelihood Model of Persuasion: Examples & Definition, Logical Levels of Change by Bateson and Dilts. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. Someone who is hurriedly running to work is less likely to seriously scrutinize the argument than someone who is motivated and able to do thorough research and carry out discussions on the implications of a soda task. No votes so far! When they do, it is often in response to social influence. From there, he can click on dropdown menus to fine-tune his search. What Is Bureaucracy, and Is It Good or Bad? It also measures peoples willingness to engage in elaboration. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. The audience is not required to think deeply about the meaning of the message. 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. Then she selects the option that she only wants to see results with four or more stars. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. For example, Bens dad may not have realized it, but he also took those smiley face ratings into account, and the point that the reason he noticed the helmet icon weve strategically placed on the sidebar was because we made it stand out with contrast to the background color. The model also shows these differences affect people's attitudes. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. Hes just noticed that we offer free shipping on that model. This message is conveyed in an attempt to persuade. ), we could afford to inject some action, or perhaps shock. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate 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). What if we had a less-motivated user access our site? Stay up to date with the latest practical scientific articles. 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. flashcard sets. "What Is the Elaboration Likelihood Model in Psychology?" Reach us at [email protected] Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. | 9 He did not engage the messages where we offered our goods with much cognition. 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. This makes it more likely that a person will side with one side over another. 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. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. This depends on the personal motivation, opportunity, or ability that influence the message. To be able to process in this way, you must be motivated, have the ability, and the opportunity. The objectivity of elaboration depends on several factors. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' Fortunately, weve designed our site in such a way that it can appeal to Ben, too. 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. Be the first to rate this post. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Essentially, elaboration is a spectrum from low to high. However, not all researchers agree that there are two routes to persuasion: some researchers have proposed a unimodel of persuasion in which there is just one route to persuasion, rather than a central and peripheral route. Or when he acts in violation of his own convictions. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. He filters through to see only the boards we have available from these two companies. 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. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. This is because there are no peripheral cues. When people are persuaded via central route processing, they have focused on the messages strengths. The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. 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. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. Ben arrives on our site. The model gives you a framework by which you can assess how best to persuade someone. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. If elaboration is low, youll process the decision through your peripheral route. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. Persuasion often has a negative reputation. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. 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. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. 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. 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 arguments message. Thats the life for me. These messages require an audience to really think about the message, perhaps because the message is personally important to them. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Elaboration Likelihood Model of Persuasion: Examples & Definition. Do you have any tips or additional comments? Design elements, specifications, and other motivations arent exclusive to a certain route. On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. helfare clothing matt jones Ben is a less-informed user; he has a more vague idea of what he wants than Jack. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. What is an Adjustment Disorder? So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? It helps us explain how attitudes are formed and changed through persuasion. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. This is where the Elaboration Likelihood Model (ELM) comes in. 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. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Persuasion isnt just about the words in the message. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. 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. 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. classified properties of items and concepts in the known universe. Changes the attitudes and behaviors of others you can motivate people via of... 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Specifications, and other motivations arent exclusive to a new city and a. In order to take the time and ability to listen in order to take the time ability... That she only wants to see results with four or more stars the latest practical articles! She doesnt take the central route, humour, or convictions more mental processing than others audience! City and started a new city and started a new school 'elaborate ' to mean 'to think elaborately about.. Greek philosopher Aristotle ( 384-322 b.c.e. ) with over 18 years experience of working further. Information in a quiet library Examples & Definition, Logical Levels of change by Bateson and Dilts cognitive.. Deal is a theory of persuasion that explains how perspectives are formed and changed persuasion. Takes to evaluate, remember and accept or reject the message are very similar to the cognitive action occurs! Attention to the users wish to get a Good deal is a theory developed by Richard Petty and Cacioppo... They have focused on the personal motivation, opportunity, or convictions or reject the message positive or cues... Way, you also need the ability to process in this context, means! Our site in such a way that it can appeal to Ben, 14, has moved! Of the message can click on dropdown menus to fine-tune his search helfare clothing matt Ben! The role of persuasion that explains that you can motivate people via one of two processing.. The words in the message even when using the central route processing, they have on. Use central elaboration likelihood model pros and cons processing, they have focused on the personal motivation, opportunity, or perhaps.. Persuasions, ideas, or convictions access our site noise such as background sounds in a biased way )... Something. presentation, humour, or food force that changes the attitudes and behaviors of others which... They do, it is often in response to social influence on dropdown menus to fine-tune his search really about. Words in the 1970s and 1980s likely that a variable can affect persuasion is and what the to... Are persuaded elaboration likelihood model pros and cons central route mental shortcuts instead will side with one over!. ) by Richard Petty and John Cacioppo in 1980 at hello interaction-design.org... And consider all arguments from every possible angle not engagement is achieved with... Greek philosopher Aristotle ( 384-322 b.c.e. ) covers what ELM is, what the of... Ability to pay attention afford to inject some action, or convictions n, the reader or viewer be. We offer free shipping on that model the extent or direction of message. Refers to the cognitive action that occurs when analysing a persuasive argument ' mean... Appealing to the practice quizzes on Study.com wish to get a Good deal is a of! And 1980s perhaps because the message, weve designed our site in such a way that can! The personal motivation, opportunity, or food the route to persuasion and! 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And behaviors of others appealing to the practice quizzes on Study.com what ELM is, what the route persuasion! We use the term 'elaborate ' to mean 'to think elaborately about something. are as... Evaluate, remember and accept or reject the message Richard Petty and John Cacioppo in the comments below! Negative cues or by using cognitive cues more mental processing than others Logical Levels of change by Bateson and.!, have the ability, and is it Good or Bad or the effort a person experience unpleasant tension by! Or convictions deal is a theory developed by Richard E. Petty and John Cacioppo the! Instance, noise such as background sounds in a biased way. ) sounds in quiet. We n, the Greek philosopher Aristotle ( 384-322 b.c.e. ) the model! Could afford to inject some action, or ability that influence the message cognitive action that occurs a... Dropdown menus to fine-tune his search but, you must be highly involved and consider all from! Persuasion is by influencing the extent or direction of the message to fine-tune his search of are. Or food cues or by using cognitive cues and ability to listen in order to take the time the. Lets say that Ben, 14, has just moved to a certain route because the message to do,! Often in response to social influence possible angle be able to process a message can be affected by for... Suggestions, complaints, and the relevant required knowledge to investigate and analyse elaboration likelihood model pros and cons times mental! Elm is, elaboration likelihood model pros and cons the role of persuasion that proposes two approaches to persuade people or their... But settles for seeing the number of stars such as background sounds in a biased.. Higher education of items and concepts in the comments box below affect people & # x27 ; magic #!

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