You will examine and weigh up the information carefully before making your decision. Course: The Brain and Technology: Brain Science in Interface Design. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. In the online world, marketers compete against each other every day to do just that. 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. The model gives you a framework by which you can assess how best to persuade someone. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . For example, imagine that youre approached at the supermarket and asked to sign a political petition. 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. Petty, R. E., & Cacioppo, J. T. (1986). In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . Its also about aesthetics, interaction, user friendliness, and other factors. Petty, R. E., Kasmer, J. Rather, people can only design for persuasion. "What Is the Elaboration Likelihood Model in Psychology?" By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . If the central route processing is positive, Marta will probably buy from Amazon again in the future. classified properties of items and concepts in the known universe. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. A List Apart. If you elaborate on something, then it means you are really thinking about it. It demands a thoughtful consideration of arguments that are contained in the message. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. What is the Likelihood Elaboration model? Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The objectivity of elaboration depends on several factors. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important / relevant to them, so they tend not to process the information in-depth they are cognitive misers. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. 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. The former will digest such data as reviews and technical specs before arriving at an informed decision. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. 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. Given modern communication contexts, it is appropriate to question the model's validity and . It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. Elaboration can also be affected by someone's time and ability to think over an issue. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. they would be persuaded through the peripheral route). Motivation can be influenced by attitude. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. Do you want unlimited ad-free access and templates? Elaboration Likelihood Model. No votes so far! The Reuse/Sync feature needs improvement to ensure wide use in the organization. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. Ben approached our design with a low level of elaboration. Board interference can zap the motivation of visionary CEOs and increase the likelihood a board-directed strategy will fail, a new research co-athoured by a Duke professor, finds. Photo by Tengyart on Unsplash. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 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. Persuading people to do things is the essence of power. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). 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. One of these is time. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. 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. Join our learning platform and boost your skills with Toolshero. Nickerson, C. (2022, April 26). The elaboration likelihood model explains how people can be persuaded to change their attitudes. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. So, if users are persuaded via central route processing, they will have focused on the messages strengths. When people are persuaded via central route processing, they have focused on the message's strengths. 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.. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . Examples & Pros/Cons 7:52 Elaboration . Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. From there, he can click on dropdown menus to fine-tune his search. What factors affect elaboration? 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 . Imagine that two individuals, Daniela and Marta, need a new television. Agenda-Setting Theory. Elaboration likelihood model Persuasion has traditionally been associated with two routes. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. Brantley, B. 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. Views formed through central route processing tend to be long-lasting. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). Bias can also impact how someone processes an argument. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. He wants to focus on style and value, in that order. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Marta searches the results with a filter. When elaboration is higher, we're more likely to be persuaded through the central route. 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. Hero Image: Author/Copyright holder: Alistapart. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Central and peripheral routes to persuasion: An individual difference perspective. 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. They take short cuts and jump to conclusion on the basis of limited information. In 9 chapters, well cover: conducting user interviews, This is because Amazon has stored all her information during her previous visits. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. This influence can be used positively or negatively. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986).. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! The message is not cognitively analysed and not critically considered. We would need to create a landing page that met potential customers on their wavelength. "What Is the Elaboration Likelihood Model in Psychology?" 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).. How do you think you can apply this theory in practice? Before EPM, Denis held a leadership position at Nokia, owned a sports statistics business, and was a member of the PMI's (Project Management Institutes) Global Executive Council for two years. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. 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. But first a quick re-cap of the ELM persuasion model. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Both exist on a sliding scale. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . 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. However, the level of elaboration a . 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. (2020, August 28). 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. Join 310,756 Have questions? This is how they can already fill in the information for user friendliness. Note that the two routes are not binary options, we can use both at the same time. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. 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