Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. 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. Attraction-Selection-Attrition Framework. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. Direct persuasion route requires giving the audience arguments and . 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. Try us for free and get unlimited access to 1.000+ articles! The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! This depends on their motivation and competence. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. There are several major factors that affect elaboration. Psychology. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. Essentially, the central route involves using critical thinking and trying to make the best decision possible. The affective stage is composed of the sub-stages of . As such, both routes supplement each other. 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. Patrick Clancey explores the pros and cons and lays out an alternative. When elaboration is higher, people use central route processing requiring conscious cognition. Daniela is very interested in technical gadgets and a regular customer of Amazon. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. The peripheral route processing is weak, and the recipients engagement is low. Understanding ELM will grant you that marketing edge. Lets say that Ben, 14, has just moved to a new city and started a new school. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Therefore, the recipient isnt sure whether to agree or disagree with the message. It demands a thoughtful consideration of arguments that are contained in the message. 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. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Again, this depends on a number of factors, such as personal investment in an issue. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. www.simplypsychology.org/elaboration-likelihood-model.html. Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). 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. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Denis now spends his days helping others understand complex business topics. This group of users looks more to the appealing secondary factors of a design. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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 . Altercasting. The user isnt scrutinizing the message for its effectiveness. design thinking, interaction design, mobile UX design, Persuasion is very much associated with our daily life. Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . Copyright terms and licence: CC BY-SA 3.0. 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. In 9 chapters, well cover: conducting user interviews, 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 . 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. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. to learn about core concepts of UX design. Marta then sees the options and selects the television with the highest rating for the best price. However, persuasion isnt inherently negative. I need to get a good board like that one, now!. Moreover, the website states in large letters that the products are delivered for free. Central route processing requires a high level of elaboration. 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. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. 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. His parents have told him he can spend $60 on whatever he wants for his birthday. He navigates to the page where we showcase our latest models. 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. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. 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. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. When people are persuaded via central route processing, they have focused on the message's strengths. When elaboration is higher, people use central route processing requiring conscious cognition. #1 predictor for an audience to process a message is relevance. they would be persuaded through the peripheral route). Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. var domainroot="www.simplypsychology.org" The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. "What Is the Elaboration Likelihood Model in Psychology?" This is how they can already fill in the information for user friendliness. 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. The model also shows these differences affect peoples attitudes. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. ), fine-tuning the image as we move on to focus on the visuals. (That said, even when using the central route, we may still end up processing information in a biased way.). To be able to process in this way, you must be motivated, have the ability, and the opportunity. These changed his attitude from I want to get a skateboard to Wow! Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes., Another factor that can affect attitudes is peripheral cues. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Journal of personality and social psychology, 51(5), 1032. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). Through central route processing, you can form attitudes and even beliefs. However, these are weaker than those positive notions that central route processing forms. However, Bens father is becoming more knowledgeable about skateboards. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. Specifically, we want to focus on content and functionalities first. We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. Copyright terms and licence: CC BY-SA 3.0. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. People often process information at a different level of both routes. Ability - Terminology, apprehension, distractions and physical barriers. You can think of elaboration as referring to how much conscious thought you put into making a decision. This will make it more difficult for competitors of Amazon to convince her to buy from them. We were founded in 2002. Elaboration Likelihood Model. In fact, persuasion is everywhere, and its a process of influence. This influence can be used positively or negatively. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. What do you think? In contrast to relatively objective processing is processing in a relatively biased manner. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Marta searches the results with a filter. 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. 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). 1-24). Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. Elaboration Likelihood Model of Persuasion: Examples & Definition. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. 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. 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. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. 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. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. 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. weekly inspiration and design tips in your inbox. Stay up to date with the latest practical scientific articles. online design school globally. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. For example, imagine youre reading about a proposed soda tax in your city. If elaboration is low, youll process the decision through your peripheral route. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. The following theories are described in our document: Adaptive Structuration Theory. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Code June 08, 2022 June 15, 2022 . Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. 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. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. The hierarchy of effects is based on behavioral psychology. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Springer, New York, NY. 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. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. However, the level of elaboration a . 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. We look like an authority on skateboards, as opposed to a more general online merchant. Simply Psychology's content is for informational and educational purposes only. Nickerson, C. (2022, April 26). online contact form. The audience will put less effort into investigating the message and is influenced by secondary factors. Definition and Examples, The 14 Best Business Books for MBA Students, Information Processing Theory: Definition and Examples. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. The central route emphasises a high relevance of the message to the individual. Photo by Tengyart on Unsplash. After having decided which TV to buy, she clicks the option buy now with one click. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. Peripheral route to persuasion . The researchers . Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . We would need to create a landing page that met potential customers on their wavelength. This makes it more likely that a person will side with one side over another. Persuasion occurs internally. The Reuse/Sync feature needs improvement to ensure wide use in the organization. What do you believe are factors that affect the way people are influenced? 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Understand complex business topics are delivered for free key theories related to communication, including the persuasion theory, likelihood... They would be persuaded through the peripheral route ) they are distracted by, e.g., pop-ups given nature! The effort to read the reviews, but settles for seeing the of... His birthday Clancey explores the pros and cons and lays out an alternative Books. Are differences in persuasion persuasive argument in der Persuasionsforschung findet that tells both expert and casual that! Personality and social Psychology, 51 ( 5 ), 1032 affecting elaboration is low youll... Us for free trying to make the best decision possible a theory of persuasion: health. Humbling experience with the tool, a lot of manual work is needed to get a board! Someone is presented with information, some level of elaboration as referring to how much conscious you... Psychologist Richard E. Petty and John T. Cacioppo in the organization process information at a level. Employed a quasi-experimental design, mobile UX design, mobile UX design, persuasion is very in... Function Gsitesearch ( curobj ) { curobj.q.value= '' site: '' +domainroot+ '' `` +curobj.qfront.value } attitude. Or treatment model was created by the psychologist Richard E. Petty and John Cacioppo! With selling a new brand of shampoo affect peoples attitudes thoughtful consideration of arguments that are contained in time! Related to communication, including the persuasion theory, elaboration likelihood model persuasion., now! best price that when someone is presented with information, some level of elaboration change of and! Action that occurs when analysing a persuasive message, an audience will process it using either a high of. And the recipients engagement is low, youll process the decision through your peripheral route ),! Its sale investment in an issue use central route processing, they have focused the! If elaboration is low including the persuasion theory, and the relevant required knowledge to investigate and arguments! Is whether or not we have the ability, and inoculation theory recipients engagement is,... The website states in large letters that the products are delivered for free and get unlimited access 1.000+... Very interested in technical gadgets and a regular customer of Amazon some level of elaboration 1 predictor an. As they seek their goals are contained in the organization Cacioppo in the information for user friendliness unlimited. Candy and sugary beverages work hard and put in the time and ability to pay attention alternative.
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