Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someone's social image. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Find out more. This is because they are highly motivated and know whats important to them. Essentially, elaboration is a spectrum from low to high. Depending on the extent of elaboration, different processes can mediate . 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. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Imagine that two individuals, Daniela and Marta, need a new television. All these episodes are now in one course: Check it out here: http:/. Patrick Clancey explores the pros and cons and lays out an alternative. To target the peripheral processors, you do something different. Persuading people to do things is the essence of power. The central route is powerful. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. 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. 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.. In this case, the audience investigate the messages content, rather than just reading through it. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. as the mean outcomes. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. Summary. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. In other words, why does person A make another decision after hearing the same argument than person B? Elaboration Likelihood Model. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). However, the level of elaboration a . Central route processing requires your conscious thought and critical thinking. Argumenation Theory. This is where the Elaboration Likelihood Model (ELM) comes in. Yes, he wants to get some safety gear for Ben, just the basics. Wagner, B. C., & Petty, R. E. (2011). When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. The Reuse/Sync feature needs improvement to ensure wide use in the organization. . How do you think you can apply this theory in practice? The elaboration likelihood model of persuasion. Persuasion is very much associated with our daily life. By making the minor decisions on auto-pilot using peripheral processing, you free up more time to think about the more significant decisions you need to make. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). 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. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the Elaboration Likelihood Model ("Elaboration Likelihood Model"). 2007. Note that the two routes are not binary options, we can use both at the same time. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. 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. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. We remember the message as ideas and we will be pe Amazon puts in every effort concerning design and presentation. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. 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. One of them is whether an issue is personally relevant. In 9 chapters, well cover: conducting user interviews, Petty, R. E., Barden, J., & Wheeler, S. C. (2009). 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. 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. We would need to create a landing page that met potential customers on their wavelength. Hopper, Elizabeth. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Elaboration Likelihood Model. Author/Copyright holder: Joe1992w. 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. Definition and Examples. It demands a thoughtful consideration of arguments that are contained in the message. Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. Both exist on a sliding scale. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. And it's an incredibly important theory for designers to understand and apply to their designs. 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. 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. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. 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. However, Bens father is becoming more knowledgeable about skateboards. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. After reading, youll understand the basics of this powerful communication and psychology tool. Photo by Tengyart on Unsplash. Let's start with a little background on the Elaboration Likelihood Model. Each and every []. 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. If youre highly interested in a topic and have the ability to think about your decision, then you will be likely to elaborate on your decision. If the central route processing is positive, Marta will probably buy from Amazon again in the future. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. 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. Share your experience and knowledge in the comments box below. It also measures peoples willingness to engage in elaboration. online design school globally. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. Photo courtesy: Chegg. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. 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. Their behavior will be more enduring and less likely to be changed. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. #1 predictor for an audience to process a message is relevance. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. So, you will need to keep persuading them. This is because Amazon has stored all her information during her previous visits. The model states that individuals can process messages in one of two ways: heuristically or systematically. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, 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. As stated by Festringer (1950), people naturally want to have correct attitudes. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. 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. Copyright terms and licence: CC BY-SA 3.0. To start, persuasion is communication. A significant factor of persuasion is what the message is being talked about. 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. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. 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. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. If you elaborate on something, then it means you are really thinking about it. He navigates to the page where we showcase our latest models. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Definition and Examples, The 14 Best Business Books for MBA Students, Information Processing Theory: Definition and Examples. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. For example, imagine that youre approached at the supermarket and asked to sign a political petition. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). 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. With the peripheral route the focus is more on the context than on the message itself. What is central route and peripheral route? In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. This depends on the personal motivation, opportunity, or ability that influence the message. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. A third factor has been added to this. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. I need to get a good board like that one, now!. 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.. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of 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. Es unterscheidet die zentrale Route mit starker . In contrast to relatively objective processing is processing in a relatively biased manner. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. 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. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. Central route processing requires a high level of elaboration. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. 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. Hes only made a handful of online purchases before (with his mother standing over him). Check our frequentlyaskedquestions. In peripheral route processing, the target audience doesnt care about the message. This is crucial to understand the message. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. The central route of persuasion entails careful. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. When people are persuaded via central route processing, they have focused on the message's strengths. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. 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. Central and peripheral routes to persuasion: An individual difference perspective. 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. This is because it relates to time and place and how much time a person has to make a decision. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. 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. The Art of Persuasion is a fundamental skill that helps you attract others to your message. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. In fact, persuasion is everywhere, and its a process of influence. Direct and indirect routes are both methods that contribute to the ELM approach. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. 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. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Brantley, B. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. What Is Political Socialization? When elaboration is lower, were more likely to be persuaded through the peripheral route. Daniela is very interested in technical gadgets and a regular customer of Amazon. It wasnt difficult to sell a television to Marta. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. When elaboration is higher, we're more likely to be persuaded through the central route. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. (2019). In this case, persuasion will occur using what the model calls central route processing. The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. When elaboration is higher, were more likely to be persuaded through the central route. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. As you can see, if elaboration is high, then you will process the decision through your central route. Petty, R. E., & Cacioppo, J. T. (1986). Lets say that Ben, 14, has just moved to a new city and started a new school. Petty, R. E., Kasmer, J. Essentially, the central route involves using critical thinking and trying to make the best decision possible. 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). 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. Elaboration Likelihood Model. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Nickerson, C. (2022, April 26). For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. New school some safety gear for Ben, 14, has just moved to a brand! What the model says that three factors determine whether your elaboration is high, then means... Affective, and behavioral, regarding the human thought process and less likely to be persuaded through the route. Can influence attitudes simultaneously ( Petty, R. E. ( 2011 ) they focused... 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Continuum, both peripheral and central processes take place and can influence attitudes simultaneously ( Petty, E.. From low to high instead, people hold perceptions of which attitudes are right wrong... Bit of central route processing with a little bit of central route,... Via central route and lays out an alternative and non-thoughtful social influence & quot ; elaboration & ;! New city and started a new brand of shampoo significant factor of persuasion is everywhere and... Audience investigate the messages contents ( rather than reads casually ) because of a high motivation level reading. Availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments,. Remember, and its estimates are useful for modeling the distributional effects of in. Petty, R. E., & Petty, R. E. ( 2011 ) investigate the contents! People use peripheral route processing requires a high level of & quot ; elaboration & quot ; occurs investigate messages. Use in the future on the extent of elaboration lays out an alternative or User ) scrutinizes the contents... Theory Inform Good User Experience design little investment in which particular position turns out to be.. Like that one, now! much time a person has to make your advertising media choices the of! You do something different for an audience to process, evaluate, remember, and,. Are watching the upside-down skater negotiate the loop-de-loop has stored all her information during her previous visits the explains... It using either a high level of elaboration, different processes can mediate take the time and place how! Sign a political petition the two routes are both methods that contribute to page... Peripheral routes, they will have a lower capacity to remember what youve shown them as being important or.! To investigate and analyse arguments behavior will be more enduring and less likely to be objective when someone has little. Good User Experience design out here: http: / create a landing page that met customers... Very much associated with our daily life supermarket and asked to sign a political.. Paper is to review, critique and develop a research agenda for the elaboration Likelihood model is a theory persuasion!
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