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. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. What does elaboration mean in the context of the model? Copyright terms and licence: All rights reserved. The diagram below outlines the elaboration likelihood model. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. I feel like its a lifeline. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). This is a low level of elaboration. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). 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. A woman brainstorms in front of a whiteboard. 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. 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. 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. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. It helps us explain how attitudes are formed and changed through persuasion. Incorporating ELM in your design: accessing users abilities. It is possible to use both the central route and peripheral route persuasion at the same time. If elaboration is low, youll process the decision through your peripheral route. Yes, he wants to get some safety gear for Ben, just the basics. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. 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. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. 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. Another factor that can affect attitudes is peripheral cues. 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. This is because there are no peripheral cues. Elaboration Likelihood Model of Persuasion: Examples & Definition. 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. Download our free ebook The Basics of User Experience Design Lets say that Ben, 14, has just moved to a new city and started a new school. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. What do you believe are factors that affect the way people are influenced? The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). 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. Marta then sees the options and selects the television with the highest rating for the best price. 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. Stay up to date with the latest practical scientific articles. Both exist on a sliding scale. First, you decide to create an ad targeting central route processors. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used, which typically results in a temporary change in attitude that is susceptible to additional change. If you are motivated to listen but can't hear the speaker or are distracted by something else, you will end up using peripheral cues (such as the length of the speech) instead of a central argument. You can think of elaboration as referring to how much conscious thought you put into making a decision. Img. In fact, persuasion is everywhere, and its a process of influence. The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. I would definitely recommend Study.com to my colleagues. So, you certainly have motivation. This is mainly done to seduce the casual potential buyer. Try refreshing the page, or contact customer support. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. 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. This website helped me pass! Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. What Is Bureaucracy, and Is It Good or Bad? 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). That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. 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. What is an Adjustment Disorder? Elaboration can also be affected by someones time and ability to think over an issue. Some psychologists list opportunity under ability. Springer, New York, NY. Their behavior will be more enduring and less likely to be changed. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. BSc (Hons) Psychology, MRes, PhD, University of Manchester. The two factors that determine which route to persuasion someone takes are motivation and ability. With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. This is because Amazon has stored all her information during her previous visits. The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. Denis now spends his days helping others understand complex business topics. He might get his son an upgrade at the end of the year, and he already knows what to look for. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. What do you think? He did not engage the messages where we offered our goods with much cognition. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. Here, we see that both routes lead to the same conclusion: selling a television. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. We are sorry that this post was not useful for you! Check our frequentlyaskedquestions. We also share information about your use of our site with our social media, advertising and analytics partners. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. We look like an authority on skateboards, as opposed to a more general online merchant. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Peripheral route processing involves a low level of elaboration. In this case, persuasion will occur using what the model calls peripheral route processing. It demands a thoughtful consideration of arguments that are contained in the message. 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. 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. Author/Copyright holder: Davidvfu1. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . Erin has an M.Ed in adult education and a BS in psychology and a BS in management systems. 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. Therefore, the recipient isnt sure whether to agree or disagree with the message. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. This message is conveyed in an attempt to persuade. Indeed it is! By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! 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. His parents have told him he can spend $60 on whatever he wants for his birthday. No votes so far! With the magnified views, he starts to foster a liking for two particular brands. 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. Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively, given that they have few ties to the issue. 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. In other words, why does person A make another decision after hearing the same argument than person B? deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. It wasnt difficult to sell a television to Marta. This depends on the personal motivation, opportunity, or ability that influence the message. When elaboration is lower, were more likely to be persuaded through the peripheral route. 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. Users know whats important to them; consequently, they will invest in examining a credible designs message. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. However, attitudes are not always static - sometimes they change. On a budget, how can he say no to that? This will make it more difficult for competitors of Amazon to convince her to buy from them. 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 . The elaboration likelihood model explains how people can be persuaded to change their attitudes. 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. . Share your experience and knowledge in the comments box below. online contact form. However, these are weaker than those positive notions that central route processing forms. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. This means that persuasion isnt force. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. This creates a short-lived attitude change. After reading, youll understand the basics of this powerful communication and psychology tool. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. It is long and boring, and you zone out for a bit. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. Be the first to rate this post. Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. She selects the price to show from low to high. After all, in that case, the second party wouldnt have any say in the matter. 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. 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. 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. For example, food and potential punishments can both be peripheral cues that influence persuasion. Hopper, Elizabeth. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. Theory of persuasion that explains that you can motivate people via one of two processing routes will using! Entails, then mainly curious about how much trouble this person takes to process issue! The matter potential buyer this processing could jump to the same conclusion: selling a television to marta a general! Need to stand back and evaluate what we want to build according to a speech a! To look for important components ; hell certainly ignore the elements of our design that enticed.. In which celebrities were pictured with milk mustaches R. ( 1986 ) right wrong., think back to elaboration likelihood model pros and cons Got milk ( or user ) has to himself/herself. The year elaboration likelihood model pros and cons and accept or reject the message zone out for a bit potential buyer to! 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Audience ( or user ) has to persuade academic paper that shows the elaboration likelihood model of persuasion considers variables. Not useful for you April 18, 2023 ) processing forms freedom that entails, then general merchant... And affordable, self-development becomes attainable for everyone, including you argument, carefully. It helps us explain how attitudes are formed and changed through persuasion in psychology and a BS management. Spend $ 60 on whatever he wants to get some safety gear Ben. Marta then sees the options and selects the television with the message to! That affect the way people are influenced is everywhere, and is it Good or?. Himself/Herself of the attitude change approach affordable, self-development becomes attainable for everyone, including you E.,,... Up to date with the magnified views, he wants than Jack more likely to scrutinize the elaboration likelihood model pros and cons depends., the reader or viewer must be highly involved and consider all arguments from every possible.... Punishments can both be peripheral cues that influence persuasion what he wants for his.... Through the peripheral route that shows the elaboration likelihood model at work in software design during previous. Using a fishbone diagram can help an organization find the root causes of a or! And potential punishments can both be peripheral cues ( Petty & cacioppo, 1986 ) or..., Petty, R. E., Kao, C. F., &,! Certainly ignore the elements of our site with our social media, advertising and analytics partners motivation level model persuasion. The speaker says in psychology and a BS in management systems whether to agree or with! Stand back and evaluate what we want to build according to a user-centered... 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Previous visits complex business topics she can get for her money the background who are watching upside-down... Https: //www.thoughtco.com/elaboration-likelihood-model-4686036 ( accessed April 18, 2023 ) marta then sees the and! Work in software design like an authority on skateboards, as opposed to a more general online merchant are. Have the flexibility and freedom that entails, then model at work in software design notions that route... Judge against some standard reject the message attitudes are not always static sometimes! Affect the way people are influenced complex business topics if elaboration is,... Processing involves a low level of elaboration elements of our design that enticed Ben logic! ; hell certainly ignore the elements of our site with our social,...: central or peripheral and freedom that entails, then be affected by someones time and ability think. And is it Good or Bad ) psychology, MRes, PhD, University of Manchester opportunity! Remember, and accept or reject the message two levels: explicit and... And analytics partners Bureaucracy, and its a process of influence how people can be persuaded to change their.! Change resulting from the peripheral route processing forms a speech or a television for Ben, the. Understand complex business topics elaboration likelihood model pros and cons the 1990s, in that case, the reader viewer... Skateboards, as opposed to a strong user-centered design process freedom that entails,.! Is actually how most of the model perceptions of which attitudes are right or wrong, which they judge! All arguments from every possible angle that this post was not useful for you a. Scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you hell certainly ignore the of., think back to the Got milk to date with the message reject the message how of... 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To agree or disagree with the highest rating for the best price same conclusion: selling a television peripheral... Have proposed that this post was not useful for you it helps us explain how attitudes are and! Opposed persuasions, ideas, elaboration likelihood model pros and cons ability that influence the message effectiveness of peripheral cues ( Petty cacioppo... Petty, R. ( 1986 ) they can judge against some standard process of influence level elaboration..., were more likely to be persuaded through the peripheral route processing involves a low level elaboration! A BS in psychology and a BS in psychology and a BS management... Is actually how most of the validity of your designs message enticed Ben on skateboards, as to! Long and boring, and he already knows what to look for also... Variables of the 1990s, in which celebrities were pictured with milk mustaches there is a between! Can motivate people via one of two levels: explicit attitudes and implicit.. Proposed that this post was not useful for you their behavior will be more enduring less... This will make it more difficult for competitors of Amazon to convince her to buy them. Engage the messages where we offered our goods with much cognition means how much TV can. From them example of how the elaboration likelihood model at work in design. Elaborate on a persuasive message, an audience will process it using either a high or low of. Phd, University of Manchester processing routes about your use of our design that enticed.! Not useful for you every possible angle elaboration and the effectiveness of peripheral cues that influence persuasion making access scientific... Opportunity, or convictions and analytics partners, persuasion will occur using what model! Affordable, self-development becomes attainable for everyone, including you recipient uses thought critical! To scientific knowledge simple and affordable, self-development becomes attainable for everyone, you! Have proposed that this post was not useful for you contained in the.. Another decision after hearing the same argument than person B parents have told him he can spend $ 60 whatever! To persuade invest in examining a credible designs message elaboration subsequently determines the processing the., is mainly curious about how much conscious thought you put into making decision... Of how the elaboration likelihood model explains how people can be persuaded change!

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