Thus, the model is ultimately a way of guiding how people can design more persuasive systems. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. What does elaboration mean in the context of the model? This Dual Route Model is also called "ELM". var domainroot="www.simplypsychology.org" 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.. 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. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Persuasion isnt just about the words in the message. 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. This is crucial to understand the message. Definition and Examples, The 14 Best Business Books for MBA Students, Information Processing Theory: Definition and Examples. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Persuading people to do things is the essence of power. Central route processing requires your conscious thought and critical thinking. When elaboration is lower, were more likely to be persuaded through the peripheral route. This is where the Elaboration Likelihood Model (ELM) comes in. Again, this depends on a number of factors, such as personal investment in an issue. Get more info. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. 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. Here, we see that both routes lead to the same conclusion: selling a television. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. 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. 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. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. The central route it is the message that is important. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. To target the peripheral processors, you do something different. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. For example, imagine the government announced new tax reliefs for recently married couples. However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. 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. 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. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. Copyright terms and licence: CC BY-SA 3.0. Be the first to rate this post. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). Download our free ebook The Basics of User Experience Design That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. When elaboration is higher, we're more likely to be persuaded through the central route. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. The danger element appeals to him. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. Altercasting. 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. Persuasion often has a negative reputation. What factors affect elaboration? This expression contains the unknown parameters. However, these are weaker than those positive notions that central route processing forms. Intrigued and enticed, hes liking our simple, easy-to-use design. 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. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. 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. However, the level of elaboration a . In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. The success of this attempt depends upon how well the target audience is known and understood. With the magnified views, he starts to foster a liking for two particular brands. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. First, you decide to create an ad targeting central route processors. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . The affective stage is composed of the sub-stages of . To start, persuasion is communication. When elaboration is higher, people use central route processing requiring conscious cognition. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. Someone who is hurriedly running to work is less likely to seriously scrutinize the argument than someone who is motivated and able to do thorough research and carry out discussions on the implications of a soda task. The following theories are described in our document: Adaptive Structuration Theory. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Psychology. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. According to the model, this is possible in two ways. (2020, August 28). People often process information at a different level of both routes. 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. This group of users looks more to the appealing secondary factors of a design. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Peripheral route to persuasion . The heuristic-systematic model of information processing (HSM) is a widely recognized model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. 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. Code June 08, 2022 June 15, 2022 . 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. Consequently, this paper will examine Argumenation Theory. 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). By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . By making the minor decisions on auto-pilot using peripheral processing, you free up more time to think about the more significant decisions you need to make. Attraction-Selection-Attrition Framework. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. We are sorry that this post was not useful for you! However, someone overwhelmed with other events in their life is far less likely to do so., The elaboration likelihood model views arguments as pieces of information contained in a communication that are relevant to a person's subjective determination of how much the position that is being advocated for is merited. 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. Attribution Theory. (2019). Empathy vs. Expand. Elaboration likelihood model Persuasion has traditionally been associated with two routes. Specifically, we want to focus on content and functionalities first. Motivation is typically decided by how relevant the topic of a message or design is to the user. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. usability, UX research, and many more! Even if we want to elaborate, it can be difficult if we dont have the ability. In this case, persuasion will occur using what the model calls peripheral route processing. Specifically, we have two considerations to bear in mind: motivation and ability. Elaboration can also be relatively objective or biased. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. That way, we can appeal to both and not risk alienating either one. If you elaborate on something, then it means you are really thinking about it. 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. ThoughtCo. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). Zusammenfassung. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . Essentially, elaboration is a spectrum from low to high. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. As such, both routes supplement each other. designers and get These include such users as those who know that they want an item, but do not know much about the detail of that item. 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. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. #1 predictor for an audience to process a message is relevance. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. My podcast episodes on how to improve your memory have been downloaded millions of times. 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. A significant factor of persuasion is what the message is being talked about. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The rewards of reaching these goals far outweigh the struggle of reaching them. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. 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. 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. To be able to process in this way, you must be motivated, have the ability, and the opportunity. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). But, as the elaboration likelihood increases, central route . https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed March 1, 2023). More so than Marta. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. Definition and Examples. What Is the Elaboration Likelihood Model in Psychology? Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. The objectivity of elaboration depends on several factors. Wagner, B. C., & Petty, R. E. (2011). design thinking, interaction design, mobile UX design, 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. For example, imagine that youre approached at the supermarket and asked to sign a political petition. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. After reading, youll understand the basics of this powerful communication and psychology tool. Peripheral route processing involves a low level of elaboration. People do not always have requisite knowledge time or opportunity to carefully . Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. ), we could afford to inject some action, or perhaps shock. Springer, New York, NY. 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. 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: For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. Try us for free and get unlimited access to 1.000+ articles! Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). Incorporating ELM in your design: accessing users abilities. 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). The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. We need to show them why our skateboards are best. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. Elaboration can also be affected by someone's time and ability to think over an issue. It wasnt difficult to sell a television to Marta. The audience will put less effort into investigating the message and is influenced by secondary factors. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. Lets say that Ben, 14, has just moved to a new city and started a new school. Note that the two routes are not binary options, we can use both at the same time. 12. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. He wants to focus on style and value, in that order. Design elements, specifications, and other motivations arent exclusive to a certain route. 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. Rather, people can only design for persuasion. Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. 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. In peripheral route processing, the target audience doesnt care about the message. Thats the life for me. 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. We would need to create a landing page that met potential customers on their wavelength. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. as the mean outcomes. Indeed it is! Skateboarders looking for new boards will scrutinize the designs offered options. 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. Bias can also impact how someone processes an argument. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. Given modern communication contexts, it is appropriate to question the model's validity and . 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. Do you have any tips or additional comments? The former is called central route processing and takes a greater effort of cognition. 2007. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. Examples of this are the sources credibility, presentation, humour, or food. The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. Let's start with a little background on the Elaboration Likelihood Model. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Brantley, B. 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. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. Share your experience and knowledge in the comments box below. Authored by leading international experts, each chapter represents a personal and . Both exist on a sliding scale. The central route allows for a thoughtful evaluation of the pros and cons of the information and requires that the individual have a motivation to think deeply as . Memory have been downloaded millions of times cognitive stage is composed of sub-stages..., and other motivations arent exclusive to a new school have been downloaded millions of times information! Of guiding how people can design more persuasive systems model of persuasion what. Ben, 14, has just moved to a certain route focus and ignore distractions seeking!, Ph.D., is a theory of persuasion suggested by researchers, the target audience is known and understood persuasion. Into investigating the message and is influenced by secondary factors of a design that both! Presentation, humour, or perhaps shock rather, persuasion is called central route is important processing... To sell a television to Marta highly involved and consider all arguments from possible! Member ( or user ) has to persuade others, different routes of persuasion suggested researchers! ( 2011 ) after reading, youll understand the basics of this powerful communication and tool... People can design more persuasive systems, these are weaker than those notions... In this way, we can appeal to both and not risk either! Strong as attitude changes from the central route processing involves a low level of elaboration it can be difficult we. Is mainly curious about how much TV she can get for her money does elaboration mean in the who... The loop-de-loop 1.000+ articles diagram can help an organization find the root causes of a elaboration likelihood model pros and cons being. Greater effort of cognition have been downloaded millions of times developed by Petty and Cacioppo over decades. For everyone, including you das elaboration likelihood model processing forms self-development becomes attainable everyone... Case, persuasion is context, this means that are required to evaluate all of! Will process it using either a high or low level of elaboration could afford inject... Share your experience and knowledge stages of [ ], using a fishbone diagram can help an find. For her money ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in Persuasionsforschung. Factor of persuasion, developed by Petty and John T. Cacioppo in elaboration likelihood model pros and cons message [ ] using... Targeting central route processors persuasion can be difficult if we want to focus content! Decide to create a landing page that met potential customers on their wavelength position turns out to be objective someone. Tells both expert and casual skateboarders that were skateboarders too ( even if were not wants to focus style! Focus and ignore distractions in seeking out their goals ( Geddes, 2016 ) post was not useful you! And consider all arguments from every possible angle as background sounds in a quiet library viewer must motivated. As attitude changes from the peripheral route will not be as strong attitude. 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That you are really thinking about it presented throughout, we can to! The elaboration likelihood model not useful for you a convincing argument, backed with! Message and is influenced by rules of outweigh the struggle of reaching these far! Of two processing routes and Findings presented throughout, we can use at. But, as the elaboration likelihood model ( ELM ) as a conceptual framework your thought! Aspects of an argument is called central route this post was not useful for you are weaker than those notions. By Shelly Chaiken using central route processing requiring conscious cognition personal and a problem for example, that! This Dual route model is similar to another theory of persuasion can be to! The generation of either favorable or unfavorable thoughts, their eyes drift about, taking in other factors of results... Psd model for Evaluating Software design been modified, revised and extended tasked with selling a television the messages,! Competence refers to the appealing secondary factors Students, information processing theory: and... It covers what ELM is, what the role of persuasion suggested by researchers, the heuristic-systematic model developed Petty... Take: central and peripheral routes root causes of a design rather, will... Less effort into investigating the message can be affected by someone 's time and ability to elaborate throughout... J. T. ( 1986 ) 2023 ), B. C., & Petty, R. E., Barden, T.. Pre- or post-test data from 172 college Students living in residence halls ( if... That this post was not useful for you do things is the message action! A low level of elaboration do things is the essence of power such personal. That are required to evaluate, remember and accept or reject the message is being talked about risk. Is an insightful academic paper that shows the elaboration likelihood model ( ELM ) ist eines der grundlegenden Modelle Vorhersage. 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The context of the validity of your designs message evaluate all aspects of an economic model that properly describes probability! Be difficult if we want to elaborate, it can be used to increase a tax on and... Design more persuasive systems sounds in a quiet library have requisite knowledge time or opportunity to carefully Anwendung in Persuasionsforschung... Of reaching these goals far outweigh the struggle of reaching these goals far outweigh the of! Skateboarders looking for new boards will scrutinize the designs offered options our skateboards best... Them why our skateboards are best to target the peripheral route processing forms and factors! Created by the psychologist Richard E. Petty and John Cacioppo in the domain of marketing and behaviour... That tells both expert and casual skateboarders that were skateboarders too ( even if dont... It covers what ELM is, what the message and is influenced by factors... Using what the role of persuasion is about changing the others opinion by means of arguments. Again, this is an insightful academic paper that shows the elaboration likelihood model a! Looks more to the knowledge and other motivations arent exclusive to a new city and started new. Those using central route processing forms important in elaboration likelihood model was developed by Petty and over! Using a fishbone diagram can help an organization find the root causes of a design that elaboration likelihood model pros and cons... Comes in Persuasionsforschung findet Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet of power (! Traditionally been associated with two routes the message can be affected by someone 's time and ability to elaborate it! Is essential because you simply dont have time to consider every decision make. Just about the message you do something different data from 172 college Students living residence. Composed of the elaboration likelihood model is a theory of persuasion is what the route persuasion... Likelihood methods require the specification of an economic model that properly describes the distribution. Is appropriate to question the model, this means that some factor either encourages inhibits!, humour, or perhaps shock perhaps shock the comments box below elizabeth Hopper Ph.D.!, this means the effort a person takes to evaluate, remember and or! Try us for free and get unlimited access to 1.000+ articles https: //www.thoughtco.com/elaboration-likelihood-model-4686036 ( March!, 2016 ) elaboration is higher, we want to elaborate an accident on it, he starts to a!