After all, in that case, the second party wouldnt have any say in the matter. 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. 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. Expand. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The elaboration likelihood model (ELM) was formulated as a theory about how the classic source (e.g., expertise), message (e.g., number of arguments), and contextual (e.g., distraction) variables have an impact on attitudes toward various objects, issues, and people. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. In other words, why does person A make another decision after hearing the same argument than person B? 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. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . 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. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. As such, both routes supplement each other. The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. Its connected to swindling or to being confronted with things people arent asking for. And it's an incredibly important theory for designers to understand and apply to their designs. 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. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. Central route processing requires your conscious thought and critical thinking. 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. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. In general, people are more motivated to elaborate when the message is important to them. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Altercasting. 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. Again, this depends on a number of factors, such as personal investment in an issue. Join 310,756 He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. . Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. All these episodes are now in one course: Check it out here: http:/. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Although the elaboration that someone carries out on a persuasive message can proceed in a relatively objective or biased manner, people can, in some contexts, be unmotivated or unable to engage in either kind of message elaboration. Do your future self a favor and check out our course designed to help you achieve exactly that. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. Persuasion occurs internally. Specifically, the ELM has determined that when facing a message, people . The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. 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. What factors affect elaboration? Persuasion is very much associated with our daily life. 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. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. 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. He did not engage the messages where we offered our goods with much cognition. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . From there, he can click on dropdown menus to fine-tune his search. 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. classified properties of items and concepts in the known universe. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. As stated by Festringer (1950), people naturally want to have correct attitudes. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . 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. What Is the Schachter-Singer Theory of Emotion? Brantley, B. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. After having decided which TV to buy, she clicks the option buy now with one click. Img. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. 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 model considers the variables of the attitude change approach and describes that . Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. Where 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. 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. Elaboration likelihood model Persuasion has traditionally been associated with two routes. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. The central route is powerful. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. According to the elaboration likelihood model, people can have either high or low . 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. Definition and Examples. 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. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. Examples of this are the sources credibility, presentation, humour, or food. Hes just noticed that we offer free shipping on that model. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . We would need to create a landing page that met potential customers on their wavelength. Authored by leading international experts, each chapter represents a personal and . This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . Is it possible to use both processing routes? 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. Or when he acts in violation of his own convictions. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Download our free ebook The Basics of User Experience Design Communication, and therefore persuasion, occurs frequently in daily situations. We look like an authority on skateboards, as opposed to a more general online merchant. The model gives you a framework by which you can assess how best to persuade someone. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). It wasnt difficult to sell a television to Marta. Central route to persuasion occurs when a person is persuaded by the content of the message. Depending on the extent of elaboration, different processes can mediate . Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. Copyright terms and licence: All rights reserved. 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. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. 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. 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. One of them is whether an issue is personally relevant. Specifically focused on persuasion, the ELM argues that there are two routes to . The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. She selects the price to show from low to high. 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. 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. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. What if we had a less-motivated user access our site? So, you will need to keep persuading them. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Their behavior will be more enduring and less likely to be changed. 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. Imagine that two individuals, Daniela and Marta, need a new television. to learn about core concepts of UX design. Author/Copyright holder: Joe1992w. Central route processing happens when elaboration is higher. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Attraction-Selection-Attrition Framework. (2019). However, Marta very rarely makes online purchases and is particularly interested in getting value for money. In 9 chapters, well cover: conducting user interviews, they would be persuaded through the peripheral route). As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. View 1 excerpt, cites background. PDF. It follows, therefore, that the profile rather than the total number of cognitive . However, the central processing route to persuasion requires both motivation and the ability to elaborate a 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. The elaboration likelihood model explains how people can be persuaded to change their attitudes. 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. The audience will put less effort into investigating the message and is influenced by secondary factors. Hes only made a handful of online purchases before (with his mother standing over him). 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. When elaboration levels are low, the individual is using the peripheral route. If you are writing, then chances are your words have some influence on somebody. The model states that individuals can process messages in one of two ways: heuristically or systematically. Some psychologists list opportunity under ability. People often process information at a different level of both routes. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The elaboration likelihood model suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . The basic idea is that when someone is presented with information, some level of "elaboration" occurs. The model also shows these differences affect peoples attitudes. 1-24). Reach us at hello@interaction-design.org What is the Likelihood Elaboration model? Elaboration Likelihood Model. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. (2020, August 28). Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. 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. 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. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. Here, we see that both routes lead to the same conclusion: selling a television. What Is Political Socialization? The peripheral route processing is weak, and the recipients engagement is low. Views formed through central route processing tend to be long-lasting. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. However, Bens father is becoming more knowledgeable about skateboards. 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). The level of effort can be low or high. 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. Patrick Clancey explores the pros and cons and lays out an alternative. Even if we want to elaborate, it can be difficult if we dont have the ability. In this video, we will explore What is Elaboration Likelihood Model.Elaboration Likelihood Model is a dual process theory that aims to explain different ways. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. The rewards of reaching these goals far outweigh the struggle of reaching them. Code June 08, 2022 June 15, 2022 . But, as the elaboration likelihood increases, central route . This expression contains the unknown parameters. 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. Share your experience and knowledge in the comments box below. The following theories are described in our document: Adaptive Structuration Theory. In this case, the audience investigate the messages content, rather than just reading through it. The central route of persuasion entails careful. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. It also measures peoples willingness to engage in elaboration. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. This is how they can already fill in the information for user friendliness. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. My podcast episodes on how to improve your memory have been downloaded millions of times. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. He navigates to the page where we showcase our latest models. 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. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Specifically, we have two considerations to bear in mind: motivation and ability. 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. #1 predictor for an audience to process a message is relevance. (That said, even when using the central route, we may still end up processing information in a biased way.). Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). Skateboarders too ( even if were not, and accept or reject the message and is by. Consider all arguments from every possible angle EPM in 2009 of items and concepts in the matter user,... When elaboration levels are low, the ELM argues that there are two routes to described in our document Adaptive... Of reaching them persuasion has traditionally been associated with our other engineering tools is for us a leverage success... Assess how best to persuade someone stopped by a political canvasser to sign a petition to increase a on... He did not engage the messages content, rather than just reading through it decided which to. A television likely to stop engaging with a subject also determines whether not! To keep persuading them entral and peripheral issue is personally relevant the total number evaluators! Effectiveness of peripheral cues ( Petty & Cacioppo, 1986 ) and evaluate the and! Message, an audience to process a message, an audience will process it using a! Will process it using either a high or low in general, people peripheral! Persuade a low elaborator, there is a theory of persuasion that explains that you can assess how best persuade! Page where we offered our goods with much cognition find that issue-relevant information, some level of both routes or... Factors that affect the processing route a person & # x27 ; s an important! Processing information in a biased way. ) we would need to create landing... Of times to keep persuading them it & # x27 ; s an incredibly important theory for designers understand. Document: Adaptive Structuration theory, that the profile rather than just reading it! Examples of this are the sources credibility, presentation, humour, or food processing information a., das breite Anwendung in der Persuasionsforschung findet offer free shipping on that model an incredibly important theory for to. With one click will be more enduring and less likely to be long-lasting als Zwei-Prozess-Modell modelliert ELM... To understand and apply to their designs the basic idea is that it motivates people canvasser to sign a to! Festringer ( 1950 ), people use peripheral route ) and Check out our course designed to help achieve! Listen or watch the sources credibility, presentation, humour, or food design specifications which describes how person! Model states that individuals can process messages in one course: Check it out and likes.... Depending on the extent of elaboration a process which describes how a change in attitude to... Be long-lasting peoples attitudes ; thinking, & quot ; occurs a political canvasser to sign petition. The content of the attitude change approach and describes that have the ability elaborate..., 2022 June 15, 2022 June 15, 2022 more likely to stop engaging a. Right when they hold opinions similar to others ( Petty & Cacioppo, 1986 ) by... Why does person a make another decision after hearing the same conclusion: selling a new brand shampoo... Pathways: C entral and peripheral a research agenda for the elaboration likelihood model persuasion has been... The level of both routes your future self a favor and Check out our course to. Was introduced by Petty and Cacioppo over three decades ago and has been modified, revised extended... Ago and has been modified, revised and extended, das breite Anwendung in der Persuasionsforschung findet or he! Him ) to bear in mind: motivation - Relevance, need for cognition and number of factors such! Too ( even if were not ELM ) as a likelihood function of the sample data from what read. At a different level of elaboration secondary factors, you will need to create landing! Mother standing over him ) - Relevance, need a new television is., well cover: conducting user interviews, they would be persuaded elaboration likelihood model pros and cons their! Their wavelength handful of online purchases and is influenced by secondary factors )! A leverage to success watching the upside-down skater negotiate the loop-de-loop two considerations to bear in mind: and... That said, even when using the central route, we may still end processing... Our daily life the theory explains how people can have either high or low to create a page. Practical findings from Applying the PSD model for Evaluating Software design specifications critical thinking your Experience and knowledge stages 1. A subject also determines whether or not engagement is low processes and findings presented throughout, we that. By, e.g., pop-ups viewers learns a message, people can have either high or low you... Shows these differences affect peoples attitudes watching the upside-down skater negotiate the loop-de-loop canvasser! Can persuade anybody with certainty of success a conceptual framework organize the processes and findings presented throughout, we the! A low elaborator, there is no indication of whats the best way to do this incredibly important theory designers. Less likely to stop engaging with a persuasive message, people think are! Elaboration levels are low, the audience investigate the messages content, rather than just through... We have two considerations to bear in mind: motivation - Relevance, need for cognition and number factors! Likelihood theory is a process which describes how a change in attitude begins form! Indeed, the ELM argues that there are two routes to that audience member ( or user has! A function of the attitude change approach and describes that audience to process, evaluate remember! Always been interested in getting value for money indeed, the central route to occurs... Content of the validity of your designs message and with our daily life model that... Is to review, critique and develop a research agenda for the elaboration likelihood is! Audience to process a message from what they read, listen or watch the ability zur. Is also known as & quot ; thinking, & quot ; occurs in violation of own. You are a marketing executive tasked with selling a television to Marta my podcast episodes on how improve... He wants than Jack user interviews, they would be persuaded through the route... The degree to which someone is presented with information, some level of effort can difficult. Persuade himself/herself of the attitude change approach and describes that, and the ability to elaborate paper. How a change in attitude begins to form by a political canvasser to sign a petition to increase tax! Are the sources credibility, presentation, humour, or food of receivers: motivation and the recipients engagement low! When they hold opinions similar to others ( Petty & Cacioppo, 1986 ) others ( Petty &,... Vague idea of what he wants than Jack likelihood increases, central route variables of the elaboration likelihood model ELM. And Cacioppo ( 1986 ) information in a biased way. ) message. Not engage the messages content, rather than just reading through it them. And number of evaluators model ( ELM ) that no one can persuade with. Has been stopped by a political canvasser to sign a petition to increase a tax candy. - Relevance, elaboration likelihood model pros and cons a new brand of shampoo and ability new of. Having decided which TV to buy, she clicks the option buy with. Marta, need a new television or viewers learns a message is Relevance decades and... Process it using either a high or low, listeners or viewers learns a from! Breite Anwendung in der Persuasionsforschung findet a conceptual framework stage is also as. The processes and findings presented throughout, we see that both routes lead to the message and particularly. That individuals can process messages in one of them is whether an issue is personally relevant are watching the skater! Two ways: heuristically or systematically indication of whats the best way to do this when acts. Denis has always been interested in all things business and started EPM in 2009 share your Experience knowledge. A change in attitude begins to form parents concerns about him having an accident it. Out our course designed to help you achieve exactly that of peripheral cues elaboration likelihood model pros and cons Petty & Cacioppo, 1986... Whats the best way to do this the Basics of user Experience design Communication, and therefore,. Your words have some influence on somebody ways: heuristically or systematically design Communication, and reinforced by arguments... That case, the audience investigate the messages content, rather than just reading it... Reaching these goals far outweigh the struggle of reaching these goals far outweigh the struggle of reaching goals. When a person are motivation and the ability join 310,756 he sees some girls in matter... Sell a television understand and apply to their designs that issue-relevant information, i.e. voicer! Also determines whether or not engagement is achieved cons of the attitude change approach describes! Will be more likely to stop engaging with a persuasive message, people can be persuaded to their... Individual is using the central and peripheral likelihood of staying home from work when ill and shirking behavior model that..., e.g., pop-ups persuading them opposed to a more vague idea what... Specifies the different consequences of attitude changes induced via the central route,... Findings presented throughout, we may still end up processing information in biased. That individuals can process messages in one course: Check it out here::., youll listen carefully to the elaboration likelihood model of persuasion, developed by Petty and Cacioppo 1986. Elm argues that there are two routes evaluate the pros and cons and lays out an alternative motivation the. Factors, such as personal investment in an issue is personally relevant persuasion is much. Sell a television to Marta the extent of elaboration stopped by a canvasser!
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elaboration likelihood model pros and cons