At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). by. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. design thinking, interaction design, mobile UX design, 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. We've previously discussed attitudes: what they are, where they come from and how to measure them. It concludes with an Elaboration Likelihood Model example. Elaboration can also be affected by someones time and ability to think over an issue. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. You will examine and weigh up the information carefully before making your decision. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). He wants to focus on style and value, in that order. 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. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. Specifically, we want to focus on content and functionalities first. 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. Is it possible to use both processing routes? 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. Applying the Elaboration Likelihood Model to Design. 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. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. 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. 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. they would be persuaded through the peripheral route). In doing so, he did not need to put much thought into engaging with these messages. The central route is powerful. Elaboration Likelihood Model of Persuasion: Examples & Definition. His decision-making was more passive, or rather, more peripheral. Views formed through central route processing tend to be long-lasting. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. development of technology has now created the opportunity and even the likelihood of a global culture. In other words, why does person A make another decision after hearing the same argument than person B? The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. Motivation can be influenced by attitude. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. Moreover, the website states in large letters that the products are delivered for free. Petty, R. E., Kasmer, J. 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. These changed his attitude from I want to get a skateboard to Wow! Stay up to date with the latest practical scientific articles. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. For example, imagine that youre approached at the supermarket and asked to sign a political petition. What if we had a less-motivated user access our site? We would need to create a landing page that met potential customers on their wavelength. Be the first to rate this post. They did this by proposing two routes of persuasion that the results of previous studies can fall into. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. 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. 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. As such, other factors can influence him/her, including distractions. This influence can be used positively or negatively. 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). How do you think you can apply this theory in practice? In fact, persuasion is everywhere, and its a process of influence. What does elaboration mean in the context of the model? The two factors that determine which route to persuasion someone takes are motivation and ability. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. 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. such as listing the pros and cons to make an important life decision. The model also shows these differences affect people's attitudes. Check our frequentlyaskedquestions. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. . Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. Hes just noticed that we offer free shipping on that model. After reading, youll understand the basics of this powerful communication and psychology tool. After all, in that case, the second party wouldnt have any say in the matter. According to the model, this is possible in two ways. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. When they do, it is often in response to social influence. We are sorry that this post was not useful for you! Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). Imagine that two individuals, Daniela and Marta, need a new television. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). Learn all about elaboration likelihood model. 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 someones identity can also result in higher amounts of elaboration. This means that persuasion isnt force. Examples of this are the sources credibility, presentation, humour, or food. But, as the elaboration likelihood increases, central route . In fact, advertisements and other methods of persuasion count on the fact that we can be influenced in our opinions and attitudes. Global entertainment companies form the perceptions and dreams of simple citizens, wherever they may be living. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. "What Is the Elaboration Likelihood Model in Psychology?" The danger element appeals to him. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. Social Judgment Theory Background & Examples | What is Social Judgment Theory? 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. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. Brantley, B. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. With the magnified views, he starts to foster a liking for two particular brands. Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. There are 2 ways how. The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. Springer, New York, NY. When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. (2015). 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. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. She selects the price to show from low to high. It wasnt difficult to sell a television to Marta. 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. 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. We need to show them why our skateboards are best. What is the Difference between Bipolar 1 & 2? Ben arrives on our site. Denis now spends his days helping others understand complex business topics. Particularly the price often plays an important role in this route. This website helped me pass! Persuasion occurs internally. Daniela processes the information in the product description with specifications via the central route, but uses the star rating as a scale to estimate how like-minded people evaluate the product. Specifically focused on persuasion, the ELM argues that there are two routes to . It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. We look like an authority on skateboards, as opposed to a more general online merchant. Join our learning platform and boost your skills with Toolshero. 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