Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. 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. As such, both routes supplement each other. Marta searches the results with a filter. That way, we can appeal to both and not risk alienating either one. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Or when he acts in violation of his own convictions. The theory explains how attitudes are formed and reinforced by persuasive arguments. Low elaboration, or peripheral route processing, means the opposite. Hero Image: Author/Copyright holder: Alistapart. First, you decide to create an ad targeting central route processors. Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The elaboration likelihood model of persuasion. 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. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. 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. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. (2015). Attraction-Selection-Attrition Framework. Then she selects the option that she only wants to see results with four or more stars. 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. When the Art of Persuasion is applied through the ELM, the significant change is the route on how somebody is persuaded with a specific message. Elaboration can also be relatively objective or biased. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. ), fine-tuning the image as we move on to focus on the visuals. The model also shows these differences affect peoples attitudes. 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. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Persuasion often has a negative reputation. In general, people are more motivated to elaborate when the message is important to them. Peripheral route to persuasion . 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) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). 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. 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. Daniela is very interested in technical gadgets and a regular customer of Amazon. Persuasion is very much associated with our daily life. However, the level of elaboration a . Thus, the model is ultimately a way of guiding how people can design more persuasive systems. She selects the price to show from low to high. 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. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) Examples & Pros/Cons 7:52 Elaboration . Be the first to rate this post. Intrigued and enticed, hes liking our simple, easy-to-use design. In Communication and persuasion (pp. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. 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. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. The Reuse/Sync feature needs improvement to ensure wide use in the organization. Imagine that two individuals, Daniela and Marta, need a new television. 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. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. 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 . On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. After having decided which TV to buy, she clicks the option buy now with one click. Specifically, we have two considerations to bear in mind: motivation and ability. One major factor is whether the issue is personally relevant to us. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. Specifically, the ELM has determined that when facing a message, people . 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. 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. But, as the elaboration likelihood increases, central route . The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. Simply Psychology. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important / relevant to them, so they tend not to process the information in-depth they are cognitive misers. What factors affect elaboration? 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. Lets say that Ben, 14, has just moved to a new city and started a new school. In this case, persuasion will occur using what the model calls central route processing. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. For example, food and potential punishments can both be peripheral cues that influence persuasion., The third way that a variable can affect persuasion is by influencing the extent or direction of the message. Particularly the price often plays an important role in this route. Agenda-Setting Theory. Marta simply searches for televisions and filters these from high to low ratings. The former will digest such data as reviews and technical specs before arriving at an informed decision. Share your experience and knowledge in the comments box below. This Dual Route Model is also called "ELM". The objectivity of elaboration depends on several factors. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. online design school globally. So, if users are persuaded via central route processing, they will have focused on the messages strengths. To start, persuasion is communication. The danger element appeals to him. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. What if we had a less-motivated user access our site? Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. What about text? Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. 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. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . 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. What is the Likelihood Elaboration model? Essentially, elaboration is a spectrum from low to high. There are several major factors that affect elaboration. With 148,832 graduates, the Interaction Design Foundation is the biggest Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Moreover, the website states in large letters that the products are delivered for free. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. This group of users looks more to the appealing secondary factors of a design. Persuasion isnt just about the words in the message. The affective stage is composed of the sub-stages of . I need to get a good board like that one, now!. Design elements, specifications, and other motivations arent exclusive to a certain route. The peripheral route processing is weak, and the recipients engagement is low. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. 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. PDF. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. 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. ELM was developed in the 1970s by psychologists from Chicago University. For example, imagine the government announced new tax reliefs for recently married couples. Purpose. 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.. It concludes with an Elaboration Likelihood Model example. 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. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). Within three minutes, hes homed in on the one he wants; its $59.95. He wants to focus on style and value, in that order. The central route of persuasion entails careful. An example of this is the cognitive dissonance theory. Examples of this are the sources credibility, presentation, humour, or food. 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. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. 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Customer of Amazon a certain route for the messages details, their eyes drift about, taking in factors! Model also shows these differences affect peoples attitudes are more motivated to elaborate specifically, the model calls route... Is ultimately a way of guiding how people can design more persuasive systems that products. One he wants to see results with four or more stars persuaded central. Humour, or convictions that one, now! the processing route a person are motivation and ability the route!