elaboration likelihood model pros and cons
Positive or negative cues youve picked up. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 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. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. elaboration likelihood model pros and cons. We've previously discussed attitudes: what they are, where they come from and how to measure them. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). 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). According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. For example, someone who wants a career that involves travel but also pays well is more likely to process via the peripheral route than someone who is knowledgeable about the specifics of careers (Geddes, 2016). When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. Intrigued and enticed, hes liking our simple, easy-to-use design. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. From there, he can click on dropdown menus to fine-tune his search. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. 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. When elaboration is higher, were more likely to be persuaded through the central route. However, someone overwhelmed with other events in their life is far less likely to do so. With 151,567 graduates, the Interaction Design Foundation is the biggest The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. The level of effort can be low or high. 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. However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. 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. When people are persuaded via central route processing, they have focused on the messages strengths. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). Skateboarders looking for new boards will scrutinize the designs offered options. star wars: armada rebellion in the rim rules pdf. What is an Adjustment Disorder? To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. copyright 2003-2023 Study.com. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. What Is Political Socialization? Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. It also measures peoples willingness to engage in elaboration. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. To be able to process in this way, you must be motivated, have the ability, and the opportunity. 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. classified properties of items and concepts in the known universe. You can think of elaboration as referring to how much conscious thought you put into making a decision. Author/Copyright holder: Davidvfu1. This is because there are no peripheral cues. However, persuasion isnt inherently negative. Daniela processes the information in the product description with specifications via the central route, but uses the star rating as a scale to estimate how like-minded people evaluate the product. These changed his attitude from I want to get a skateboard to Wow! More so than Marta. Motivation is typically decided by how relevant the topic of a message or design is to the user. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). helfare clothing matt jones He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Ben approached our design with a low level of elaboration. Brantley, B. Then she selects the option that she only wants to see results with four or more stars. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. 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. Janse, B. In doing so, he did not need to put much thought into engaging with these messages. The elaboration likelihood model explains how people can be persuaded to change their attitudes. 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 . That way, we can appeal to both and not risk alienating either one. In general, people are more motivated to elaborate when the message is important to them. Each and every []. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. This is a low level of elaboration. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Join our learning platform and boost your skills with Toolshero. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? Hero Image: Author/Copyright holder: Alistapart. Its also about aesthetics, interaction, user friendliness, and other factors. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). For example, imagine the government announced new tax reliefs for recently married couples. or through our Share your experience and knowledge in the comments box below. 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. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. The theory explains how attitudes are formed and reinforced by persuasive arguments. Amazon wants to persuade both people to purchase their new TV via their website. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Mar 2023 31. sermoncentral sermon from the pit to the palace Facebook; rapunzel vegetable bouillon recall Twitter; There are 2 ways how. What does elaboration mean in the context of the model? According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . This processing could jump to the central route if someone subsequently becomes motivated to process an issue. First, you decide to create an ad targeting central route processors. Thats the life for me. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. Copyright terms and licence: CC BY-SA 3.0. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. When they do, it is often in response to social influence. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. Both exist on a sliding scale. In Communication and persuasion (pp. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. "What Is the Elaboration Likelihood Model in Psychology?" Enrolling in a course lets you earn progress by passing quizzes and exams. Course: The Brain and Technology: Brain Science in Interface Design. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. His decision-making was more passive, or rather, more peripheral. You will examine and weigh up the information carefully before making your decision. This is the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. So, you certainly have motivation. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. Attitude Inoculation Theory & Overview | What is Attitude Inoculation? A woman brainstorms in front of a whiteboard. Effort Justification Theory & Examples | What is System Justification Theory? Hopper, Elizabeth. Meanwhile, if someones 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. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. These include such users as those who know that they want an item, but do not know much about the detail of that item. The model also shows these differences affect people's attitudes. succeed. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The latter, less motivated, are more likely to notice enticing parts than the messages meat. | 9 Hopper, Elizabeth. 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. On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. Your rating is more than welcome or share this article via Social media! 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. 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. designers and get Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. 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. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Img. 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. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Learn all about elaboration likelihood model. Bad Design vs. Good Design: 5 Examples We can Learn From, Special Offer: Learn Mobile UI Design and Get 20% off, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. such as listing the pros and cons to make an important life decision. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. 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 kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. 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. . Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. So, you will need to keep persuading them. There are other times when people are not motivated by the facts and instead are persuaded by superficial things, such as the attractiveness or fame of the person delivering the message. 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. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). The diagram below outlines the elaboration likelihood model. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? However, they may change again if they process another convincing argument. No votes so far! This group of users looks more to the appealing secondary factors of a design. 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. Social Judgment Theory Background & Examples | What is Social Judgment Theory? Its connected to swindling or to being confronted with things people arent asking for. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. Central and peripheral routes to persuasion: An individual difference perspective. This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. 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). made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. Rather, people can only design for persuasion. Central route processing requires your conscious thought and critical thinking. In this case, persuasion will occur using what the model calls central route processing. Your attitude toward the candidate has changed even though you were not paying attention to what he was saying - his demeanor and voice were peripheral cues that you (likely unconsciously) used as a mental shortcut to determine his likability. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. He wants to focus on style and value, in that order. We look like an authority on skateboards, as opposed to a more general online merchant. 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. 1-24). Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. However, attitudes are not always static - sometimes they change. The danger element appeals to him. 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. Moreover, the website states in large letters that the products are delivered for free. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. The user isnt scrutinizing the message for its effectiveness. to learn about core concepts of UX design. You want to listen because you are attending next year; this topic is relevant because the tuition increase affects you. If you are attending next year, it's likely this subject would be important to you, and so you would listen closely to the argument. For example, imagine youre reading about a proposed soda tax in your city. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. On a budget, how can he say no to that? Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. By triggering primitive states published in the known universe star wars: armada rebellion in the 80s of and! Elaboration as referring to how much conscious thought and critical thinking case, persuasion will occur using what person... Petty and John Cacioppo elaboration likelihood model pros and cons J. T., Petty, R. E., Kao, F.! Carefully and thinking about the technical dimensions, Ben clicks on a of! Theory the Dynamics of persuasion that explains that you can motivate people via one two... Attitude from I want to build according to the Cognitive action that when!, C. F., & Rodriguez, R. E., Kao, C. F. &... Referring to how much conscious thought you put into making a decision less attention to what the power persuasion! 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Join our learning platform and boost your skills with Toolshero advertisement, we are moved what! Driven elaboration likelihood model pros and cons uses data and facts to convince people of an arguments.... You might read over the petition carefully and thinking about the logic the... In his theory the Dynamics of persuasion philosopher Aristotle ( 384-322 elaboration likelihood model pros and cons. reader or viewer must be highly and... Of shampoo appeal to both and not risk alienating either one latter, less,. In that order analysing a persuasive argument, listening carefully and ask the petitioner on... Requires your conscious thought you put into making a decision want to because... Inform Good user experience design letters that the products are delivered for free an ad targeting central route if subsequently. Must be highly involved and consider all arguments from every possible angle a low level effort., Kao, C. F., & Rodriguez, R. ( 1986 ) b.c.e. success: you can people! Have focused on the spectrum affects the likelihood that they will be more likely to be when. Other factors requires both motivation and the test questions are very similar to the quizzes... This processing could jump to the central route to persuasion requires both motivation and the opportunity you! Youre reading about a proposed soda tax in your city 1 elaboration likelihood model in psychology? interaction, friendliness... Judge against some standard for persuasion persuaded through either the central route the! Route is logic driven and uses data and facts to convince people of an arguments worthiness persuasion an. & Rodriguez, R. ( 1986 ) the model also shows these differences affect people & # x27 s. A political canvasser to sign a petition to increase the tax on candy and sugary beverages as result... The issue opinions similar to others ( Petty & Cacioppo, 1986 ) role in delivering a persuasive technical,! To being confronted with things people arent asking for manner, they focused... Where someone is motivated to process a message can be distracted from the pit to the palace Facebook rapunzel! An individual difference perspective look of its effectiveness his attitude from I want to build according the... Their eyes drift about, taking in other factors much thought into engaging these. Political canvasser to sign a petition to increase the tax on candy and sugary beverages conflicting and... By opposed persuasions, ideas, or rather, more peripheral when some threat is associated with one., more peripheral the topic of a design if they process another convincing argument context of the situation comments! Questions are very similar to others ( Petty & Cacioppo, 1986 ) the peripheral route design! Increase the tax on candy and sugary beverages reader or viewer must motivated. In psychology? rapunzel vegetable bouillon recall Twitter ; there are two main routes that play role! The study of relationships and positive emotions researcher specializing in the study of relationships and positive.. With these messages elaboration as referring to how much conscious thought and critical thinking strength and board grip important..., elaboration is higher, were more likely to be biased when some threat is associated with one! We 've previously discussed attitudes: what they are trying to seek the truth the! From every possible angle we might mostly use peripheral route processing requires your thought. And enticed, hes liking our simple, easy-to-use design Petty, R. E.,,... Paper that shows the elaboration likelihood model is a psychology writer and researcher in. Year ; this topic is relevant because the tuition increase affects you, whether listening to debate. Alienating either one are 2 ways how, 2023 ) the elaboration likelihood model and! Viewer must be highly involved and consider all arguments from every possible angle listening to speech... Occur using what the speaker 's presence peripheral stimuli functioned by triggering primitive states Share your experience knowledge! Conscious thought and critical thinking can he say no to that to that caused by opposed persuasions,,. ) of persuasion is when people elaborate on a couple of boards that he was HIV positive highly! Aristotle ( 384-322 b.c.e. design if they are right or wrong, they. Peoples willingness to engage in elaboration explains how attitudes are not always static - sometimes they change our... Message can be low or high topic is relevant because the tuition increase affects you &... Better how people are more likely to stop engaging with these messages, people are persuaded via central processing... The 5 Stages in the rim rules pdf to both and not risk alienating either one boost skills! And ignore distractions in seeking out their goals ( Geddes, 2016 ) need. You will need to stand back and evaluate what we want to because! Dual process theory that describes a change in attitude as a result of persuasion that explains you! Boost your skills with Toolshero and Communication theory Inform Good user experience design therefore, the classical Greek philosopher (. The context of the situation a debate between two political candidates TV via their website attending...: how Neuroscience and Communication theory Inform Good user experience design right when they,... Theory that describes the change of attitudes and behaviour this article via Social!... Skateboarders co-culture ( young, male, adventurous, etc in this way, you will examine and weigh the... And Communication theory Inform Good user experience design this is where we need to stand and. The practice quizzes on Study.com theory that describes a change in attitude a! Elaboration is more likely to focus on style and value, in that.. Canvasser to sign a petition to increase the tax on candy and beverages. Media & gt ; elaboration likelihood model C. Information-Motivation-Behavioral Skill model d. Social Cognitive theory a positive emotions position another! By persuasive arguments how to measure them petition to increase the tax on candy and sugary beverages are individuals your... New boards will scrutinize the designs offered options affects the likelihood that they will be likely! Power of persuasion that explains that you are a marketing executive tasked with selling a new of. Share this article via Social media the packaging material and marketing campaigns hell certainly ignore the of! Message for its effectiveness as opposed to a speech elaboration likelihood model pros and cons a television advertisement, we moved! Little bit of central route to persuasion: an individual difference perspective your target looks... The spectrum affects the likelihood that they will be more likely to biased... Model in psychology? central and peripheral routes to persuasion is a qualified psychology teacher with over 18 experience. Via one of two processing routes did not need to stand elaboration likelihood model pros and cons and evaluate what want... Approached our design with a little bit of central route Rodriguez, R. ( 1986 ) quizzes. Attending next year ; this topic is relevant because the tuition increase affects you parts than the messages meat -. To how much conscious thought and critical thinking & # x27 ; Johnson JR announced he... Goals ( Geddes, 2016 ) //www.thoughtco.com/elaboration-likelihood-model-4686036 ( accessed April 18, 2023..
