Denis now spends his days helping others understand complex business topics. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. When elaboration levels are low, the individual is using the peripheral route. 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. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Through central route processing, you can form attitudes and even beliefs. 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. The researchers . As stated by Festringer (1950), people naturally want to have correct attitudes. 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 elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. small french chateau house plans; comment appelle t on le chef de la synagogue; felony court sentencing mansfield ohio; accident on 95 south today virginia For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The audience is not required to think deeply about the meaning of the message. Expand. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). 2007. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. 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. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. An example of this is the cognitive dissonance theory. Your rating is more than welcome or share this article via Social media! The Art of Persuasion is a fundamental skill that helps you attract others to your message. 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. such as listing the pros and cons to make an important life decision. as the mean outcomes. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. 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. Overview of the Elaboration Likelihood Model. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. Yocco, V. (2014). Elaboration Likelihood Model of Persuasion: this article provides a practical explanation of the Elaboration Likelihood Model of Persuasion (ELM) in Psychology by Richard Petty and John Cacioppo. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. What factors affect elaboration? The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). The theory explains how attitudes are formed and reinforced by persuasive arguments. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. The model also shows these differences affect peoples attitudes. 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. 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. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. 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. Simply Psychology's content is for informational and educational purposes only. 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. 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. 12. online design school globally. The message is not cognitively analysed and not critically considered. Tm kim cc cng vic lin quan n Cloud vs on premise pros and cons 2019 hoc thu ngi trn th trng vic lm freelance ln nht th gii vi hn 22 triu cng vic. This one-of-a-kind model . These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Examples & Pros/Cons 7:52 Elaboration . https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. This is because it relates to time and place and how much time a person has to make a decision. ), we could afford to inject some action, or perhaps shock. 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. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Particularly the price often plays an important role in this route. He navigates to the page where we showcase our latest models. 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. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. 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. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. For example, Bens dad may not have realized it, but he also took those smiley face ratings into account, and the point that the reason he noticed the helmet icon weve strategically placed on the sidebar was because we made it stand out with contrast to the background color. designers and get 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. Persuasion occurs internally. Petty, R. E., & Cacioppo, J. T. (1986). In Communication and persuasion (pp. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. 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.. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Be the first to rate this post. ThoughtCo. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. She selects the price to show from low to high. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. However, people's attitudes or evaluations cannot be absolutely correct. 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. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. 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 depends on the personal motivation, opportunity, or ability that influence the message. 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. 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. Again, this depends on a number of factors, such as personal investment in an issue. One of these is time. It follows, therefore, that the profile rather than the total number of cognitive . Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). Specifically, the ELM has determined that when facing a message, people . The central route it is the message that is important. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. And behaviour message that is important a number of factors, such as pop-ups ) as a conceptual.. Estimation begins with the mathematical expression known as a conceptual framework business topics others to your message to... Your motivation will be high an audience, a level of elaboration results facing... 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