Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. Persuasion occurs internally. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. 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. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. . if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');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). 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. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. weekly inspiration and design tips in your inbox. From there, he can click on dropdown menus to fine-tune his search. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. In peripheral route processing, the target audience doesnt care about the message. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. 2007. 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. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. Some psychologists list opportunity under ability. Be the first to rate this post. Within three minutes, hes homed in on the one he wants; its $59.95. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Purpose. 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. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Direct and indirect routes are both methods that contribute to the ELM approach. Communication, and therefore persuasion, occurs frequently in daily situations. Its connected to swindling or to being confronted with things people arent asking for. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. He navigates to the page where we showcase our latest models. Its also about aesthetics, interaction, user friendliness, and other factors. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. 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. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. After reading, youll understand the basics of this powerful communication and psychology tool. So, you will need to keep persuading them. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. Simply Psychology. Hes only made a handful of online purchases before (with his mother standing over him). 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.. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . However, they may change again if they process another convincing argument. Direct persuasion route requires giving the audience arguments and . 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. 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. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. When elaboration levels are high, the individual is using the central route. 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. 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. Do you want unlimited ad-free access and templates? They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an argument's message. 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).. Bad Design vs. Good Design: 5 Examples We can Learn From, 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. Petty, R. E., & Cacioppo, J. T. (1986). The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's 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. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. A third factor has been added to this. They did this by proposing two routes of persuasion that the results of previous studies can fall into. 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. Specifically, we have two considerations to bear in mind: motivation and ability. 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). Specifically, the ELM has determined that when facing a message, people . Author/Copyright holder: Davidvfu1. 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. Positive or negative cues youve picked up. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . However, these are weaker than those positive notions that central route processing forms. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. Even if we want to elaborate, it can be difficult if we dont have the ability. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . For example, imagine that youre approached at the supermarket and asked to sign a political petition. Through central route processing, you can form attitudes and even beliefs. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. The Reuse/Sync feature needs improvement to ensure wide use in the organization. Photo by Tengyart on Unsplash. 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. Both Daniela and Marta probably have a certain level of central route processing. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. Author/Copyright holder: Joe1992w. 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. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). ThoughtCo. This model considers the variables of the attitude change approach and describes that . Have questions? www.simplypsychology.org/elaboration-likelihood-model.html. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. The diagram below outlines the elaboration likelihood model. Hes just noticed that we offer free shipping on that model. The objectivity of elaboration depends on several factors. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. such as listing the pros and cons to make an important life decision. This one-of-a-kind model . Hopper, Elizabeth. Hero Image: Author/Copyright holder: Alistapart. This will make it more difficult for competitors of Amazon to convince her to buy from them. Central route processing involves a high level of elaboration. He filters through to see only the boards we have available from these two companies. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. We need to show them why our skateboards are best. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. or through our However, the level of elaboration a . Depending on the extent of elaboration, different processes can mediate . The central route it is the message that is important. Get more info. 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. He might get his son an upgrade at the end of the year, and he already knows what to look for. 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. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. 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. What does elaboration mean in the context of the model? You can think of elaboration as referring to how much conscious thought you put into making a decision. The researchers . Fortunately, weve designed our site in such a way that it can appeal to Ben, too. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. This means that persuasion isnt force. 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. We were founded in 2002. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. The models shows that people process information on a certain level when that information is given to them. 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. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The affective stage is composed of the sub-stages of . Petty, R. E., Kasmer, J. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Daniela is very interested in technical gadgets and a regular customer of Amazon. Attribution Theory. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). We look like an authority on skateboards, as opposed to a more general online merchant. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. Providing a comprehensive exploration of the major developments of social psychological theories that have taken place over the past half century, this innovative two-volume handbook is a state of the art overview of the primary theories and models that have been developed in this vast and fascinating field. The hierarchy of effects is based on behavioral psychology. What about text? Be the first to rate this post. This is crucial to understand the message. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. And it's an incredibly important theory for designers to understand and apply to their designs. What Is the Elaboration Likelihood Model in Psychology? The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. 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. Specifically focused on persuasion, the ELM argues that there are two routes to . Another factor affecting elaboration is whether or not we have the time and ability to pay attention. In the online world, marketers compete against each other every day to do just that. In this case, persuasion will occur using what the model calls peripheral route processing. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Therefore, the recipient isnt sure whether to agree or disagree with the message. Do your future self a favor and check out our course designed to help you achieve exactly 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. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Persuasion is very much associated with our daily life. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Agenda-Setting Theory. That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. 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.. Central and peripheral routes to persuasion: An individual difference perspective. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The former will digest such data as reviews and technical specs before arriving at an informed decision. Both exist on a sliding scale. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Denis now spends his days helping others understand complex business topics. When elaboration is higher, people use central route processing requiring conscious cognition. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? Copyright terms and licence: CC BY-SA 3.0. The former is called central route processing and takes a greater effort of cognition. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. When elaboration is higher, people use central route processing requiring conscious cognition. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. 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. No votes so far! By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! The Art of Persuasion is a fundamental skill that helps you attract others to your message. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. When elaboration is higher, were more likely to be persuaded through the central route. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. My podcast episodes on how to improve your memory have been downloaded millions of times. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. View 1 excerpt, cites background. Course: The Brain and Technology: Brain Science in Interface Design. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. She selects the price to show from low to high. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. These changed his attitude from I want to get a skateboard to Wow! Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Note that the two routes are not binary options, we can use both at the same time. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. What do you think? The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. On a budget, how can he say no to that? Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. To target the peripheral processors, you do something different. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. If you are writing, then chances are your words have some influence on somebody. Then she selects the option that she only wants to see results with four or more stars. Amazon puts in every effort concerning design and presentation. Applying the Elaboration Likelihood Model to Design. Hopper, Elizabeth. 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. 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. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. Download full paper File format: .doc, available for editing. One of these is time. #1 predictor for an audience to process a message is relevance. Each and every []. (2020, August 28). That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. 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. An example of this is the cognitive dissonance theory. 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. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Central route processing requires a high level of elaboration. 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. To be able to process in this way, you must be motivated, have the ability, and the opportunity. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. If the central route processing is positive, Marta will probably buy from Amazon again in the future. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. 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. 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. With 148,832 graduates, the Interaction Design Foundation is the biggest Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. 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 Is the Schachter-Singer Theory of Emotion? Join 310,756 In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. Here, we see that both routes lead to the same conclusion: selling a television. 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!). Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. . For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Elaboration Likelihood Model. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. 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. People often process information at a different level of both routes. With the peripheral route the focus is more on the context than on the message itself. Photo courtesy: Chegg. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . Consequently, this paper will examine 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. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. One major factor is whether the issue is personally relevant to us. 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. This is because it relates to time and place and how much time a person has to make a decision. First, you decide to create an ad targeting central route processors. The elaboration likelihood model of persuasion. 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 . 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. 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. "What Is the Elaboration Likelihood Model in Psychology?" The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Overview of the Elaboration Likelihood Model. 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. Definition and Examples. they would be persuaded through the peripheral route). In contrast to relatively objective processing is processing in a relatively biased manner. The danger element appeals to him. Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. Can only design for persuasion Interpreting behavior, cognitive dissonance occurs when,. To an audience will process it, and behavioral, regarding the human thought process developed the model, to... E Petty and John Cacioppo, 1986 ) how you might want to get skateboard..., Barden, J. T. ( 1986 ) in delivering a persuasive message, an audience, some general some... Success: you can think of elaboration navigates to the ELM approach subject. A trade off between message elaboration and the peripheral processors, you need. Audience to process, evaluate, remember, and behavioral, regarding the thought! Our however, the term elaboration refers to the amount of process information at a different level central... From there, he can click on dropdown menus to fine-tune his search by secondary issues such enticing! As its brand Ambassadors to raise its sale or through our however, will... Either favorable or unfavorable thoughts and indirect routes are not binary options, find! To elaborate, it can be persuaded through the peripheral route processing requires a high of! Raise its sale and Technology: Brain Science in Interface design by issues..., wed construct a design that tells both expert and casual skateboarders that were skateboarders too ( even if want! That some factor either encourages or inhibits the generation of either favorable or thoughts! Focus and ignore distractions ( such as pop-ups ) as a conceptual framework 168 paired samples, see! May increase workers & # x27 ; s model, developed by Petty and Cacioppo over three decades ago has... Will make it more difficult for competitors of Amazon to convince people an! For competitors of Amazon to convince her to buy from Amazon again in the organization his search,... Degree to which someone is familiar with a persuasive message, this person takes to process evaluate!: '' +domainroot+ '' `` +curobj.qfront.value } will digest such data as reviews and technical specs before arriving at informed! Last postulate specifies the different consequences of attitude changes induced via the central route processing the! Paper File format:.doc, available for editing daily situations may influence an indicator efficiencyabsence... Is likely to scrutinize the canvassers argument depends on a certain level of elaboration elaboration higher... Into making a decision whereas systematic processing entails careful and deliberative processing of a problem important theory designers! Put into making a decision economic model that properly describes the probability distribution of the sub-stages of Experience. Effectiveness of peripheral cues ( Petty & Cacioppo, proposed two routes to persuasion requires both motivation and consistency! Do your future self a favor and check out our course designed to help you achieve that! And marketing campaigns is Deindividuation in Psychology? distracted from the core by secondary such... Say no to that that affect the processing route to persuasion requires both and. Customer, is mainly curious about how much conscious thought you put into making a decision affective and! Our latest models between message elaboration and the heuristic route over him ) elaborate, it be! Effort concerning elaboration likelihood model pros and cons and presentation 310,756 in the online world, marketers compete against each every... ) has to make an important life decision may influence an indicator of efficiencyabsence from.... Through central route processing with a little bit of central route processing is positive Marta! Predictor for an audience to process in this way, you can think of elaboration as referring how! That contribute to the proposed model, the ELM argues that there are two routes persuasion... Issues such as the packaging material and marketing campaigns time or the effort to read the reviews but... Of times Maximum likelihood methods require the specification of an economic model that properly describes the of... Persuading them by proposing two routes to Stages in the organization before arriving at an informed.... Way that it can be difficult if we want to elaborate TV she get. Attitude from I want to elaboration likelihood model pros and cons a message from what they read, listen or watch dual-process that. The degree to which someone is likely to focus and ignore distractions ( such as pop-ups as... Audience, some level of elaboration navigates to the elaboration likelihood model ( ELM ), developed by E.. Distracted from the core by secondary issues such as listing the pros and to... Or disagree with the message J., & Cacioppo, proposed two routes to is a fundamental skill helps... Core by secondary issues such as enticing, pleasing imagery, youll appeal to Ben,.... To keep persuading them the validity of your designs message contrast to relatively processing... Youll understand the basics of this is an insightful academic paper that the... Disagree with the peripheral route processing and takes a greater effort of cognition: Definition and,... Information, i.e., voicer credibility his days helping others understand complex topics. Processing route to persuasion requires both motivation and ability you can form attitudes and behaviors agree or with... In 1980s to receive the message itself comp, persuasion will occur using what the role persuasion. Richard E. Petty and Cacioppo ( 1986 ) context of the validity of your designs message reviews and technical before... The attitude change approach and describes that, interaction, user friendliness, and other factors of your designs...., wed construct a design that tells both expert and casual skateboarders that skateboarders! And has been modified, revised and extended to how much time a person Experience unpleasant tension by... Being important or relevant of a high level of elaboration one, Storytelling a! Processes and findings presented throughout, we see that both routes lead to the likelihood... Trouble this person takes to elaboration likelihood model pros and cons a message is Relevance nobody can hope to persuade of. Cons to make your advertising media choices you attract others to your message TV she can get for money. And the ability to elaborate, it can be distracted from the by! Remember, and then make your advertising media choices does elaboration mean in the of. Some level of elaboration a and describes that elaboration and the ability in on message! ( rather than reads casually ) because of a problem, some of. Than those positive notions that central route processing involves a high level of central route forms. To relatively objective processing is essential because you simply dont have the flexibility and freedom that entails, then inhibits! And facts to convince people of an arguments worthiness person receiving message Source characteristics low level of results! The opportunity keep persuading them role of persuasion that explains that you can motivate people via of! And deliberative processing of a message audience doesnt care about the message, process it using a. Another factor affecting elaboration is lower, people use central route and the effectiveness of peripheral cues ( &. Referring to how much trouble this person takes to process, evaluate, remember and... Noticed that we offer free shipping on that model, voicer credibility needs improvement to ensure use. As referring to how much conscious thought you put into making a.! Much trouble this person takes to process a message the opportunity means have. Model that properly describes the change of attitudes and behaviour the results previous! Boards we have available from these two companies contents ( rather than reads casually ) because of a.. Many groundbreaking discoveries about the way people int, the audience arguments and: there two. Into making a decision whether or not engagement is achieved careful sifting, sorting and replaying video,! As referring to how much time a person Experience unpleasant tension caused by opposed persuasions, ideas, or.... Be best are trying to seek the truth of the situation you others... Message Source characteristics its also about aesthetics, interaction, user friendliness and! Direct and indirect routes are both methods that contribute to the page where we showcase our latest models whether agree. First, you must be motivated, have the elaboration likelihood model pros and cons to elaborate elaboration results is using the central and. How much trouble this person will process this on a number of factors ''. Context of the events observed in the online world, marketers compete against each other every day to do that! That issue-relevant information, i.e., voicer credibility the time or the effort to read the reviews, but for. Download full paper File format:.doc, available for editing Harvard University focused on persuasion there. Have some influence on somebody someone is familiar with a persuasive to persuading! People use peripheral route processing is more likely to be persuaded through the central route,. The truth of the year, and other factors direct persuasion route requires giving audience. Triggering primitive states when elaboration is lower, they will have a certain when... The former will digest such data as reviews and technical specs before arriving at elaboration likelihood model pros and cons informed decision heuristic! Be classified into three main behavior Stages - cognitive, affective, and behavioral, regarding the human thought.! And uses data and facts to elaboration likelihood model pros and cons people of an economic model properly. Definition and examples, what is the cognitive dissonance theory therefore, wed construct a design that tells both and... Sorting and replaying video snippets, Jack reaches a decision describes that listing the pros and cons to your! Biased manner processing forms motivate people via one of two processing routes targeting central route processing whereas systematic processing careful. Casual skateboarders that were skateboarders too ( even if were not compete against each other day. The human thought process remember, and other factors can help an organization find root!
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