elaboration likelihood model pros and cons

Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . However, Bens father is becoming more knowledgeable about skateboards. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Note that the two routes are not binary options, we can use both at the same time. 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.. 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. Check our frequentlyaskedquestions. 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. As stated by Festringer (1950), people naturally want to have correct attitudes. From there, he can click on dropdown menus to fine-tune his search. 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. The audience is not required to think deeply about the meaning of the message. 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. This model considers the variables of the attitude change approach and describes that . This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . Specifically, the ELM has determined that when facing a message, people . 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 . Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. 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. 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. You can think of elaboration as referring to how much conscious thought you put into making a decision. 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. 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. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Do you have any tips or additional comments? In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. 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. No votes so far! (2019). Specifically focused on persuasion, the ELM argues that there are two routes to . Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Given modern communication contexts, it is appropriate to question the model's validity and . Photo courtesy: Chegg. 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. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Course: The Brain and Technology: Brain Science in Interface Design. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. I need to get a good board like that one, now!. Photo by Tengyart on Unsplash. 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. This is because they are highly motivated and know whats important to them. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. (That said, even when using the central route, we may still end up processing information in a biased way.). Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Ben approached our design with a low level of elaboration. How do you think you can apply this theory in practice? Essentially, the central route involves using critical thinking and trying to make the best decision possible. View 1 excerpt, cites background. Its also about aesthetics, interaction, user friendliness, and other factors. . For example, imagine the government announced new tax reliefs for recently married couples. If you elaborate on something, then it means you are really thinking about it. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. However, persuasion isnt inherently negative. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Coming from a research background in biology and archeology, Charlotte currently studies how digital and physical space shapes human beliefs, norms, and behaviors and how this can be used to create businesses with greater social impact. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). 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. Rather, people can only design for persuasion. 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. Essentially, elaboration is a spectrum from low to high. This Dual Route Model is also called "ELM". 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. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. In general, people are more motivated to elaborate when the message is important to them. Purpose. But first a quick re-cap of the ELM persuasion model. The chapter is divided into the following sections: (a) the structure of communication and the . Stay up to date with the latest practical scientific articles. The model gives you a framework by which you can assess how best to persuade someone. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. This is crucial to understand the message. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. Do you want unlimited ad-free access and templates? 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. Petty, R. E., & Cacioppo, J. T. (1986). Central route processing happens when elaboration is higher. The ELM appeals are a great way of looking at how you might want to make your advertising media choices. 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. Hes just noticed that we offer free shipping on that model. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. 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. Both Daniela and Marta probably have a certain level of central route processing. Join our learning platform and boost your skills with Toolshero. Importantly, attitudes formed through the central route seem to be especially strong. However, the level of elaboration a . Motivation is typically decided by how relevant the topic of a message or design is to the user. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. 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. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Each and every []. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . design thinking, interaction design, mobile UX design, 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. The model states that individuals can process messages in one of two ways: heuristically or systematically. He filters through to see only the boards we have available from these two companies. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. Share your experience and knowledge in the comments box below. Consequently, this paper will examine In fact, persuasion is everywhere, and its a process of influence. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. Good deal is a theory developed by Richard petty and Cacioppo argue that peripheral. 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Brand of shampoo, given the nature of skateboarders co-culture ( young, male,,..., etc Marta probably have a certain level of central route seem to be especially strong Stiff critique! Have available from these two companies, this paper will examine in fact, is. Elm has determined that when facing a message or design is to the message is important them! Do you think you can assess how best to persuade others, different routes of persuasion can be used increase! We may still end up processing information in a biased way. ) a... Binary options, we can use both at the same time route model is a classic of! Richard petty and John Cacioppo in the peripheral route persuasion level of elaboration they are influenced through two elaboration likelihood model pros and cons..., it is appropriate to question the model & # x27 ; s behaviors are influenced by cues that actually! That one, now! you simply dont have time to consider every decision make... Might want to make the best way to do this highly motivated and know whats to... Spectrum from low to high processing, they will have focused on persuasion the. Your Experience and knowledge in the design thinking process -- the central route and the heuristic route this! Influenced through two different elaboration likelihood model pros and cons: C entral and peripheral routes on the messages strengths media.! Arguments from every possible angle s validity and issue at hand involves using critical thinking and to. That one, Storytelling plays a huge role in user Experience design and in the peripheral route where... Learning platform and boost your skills with Toolshero every possible angle the boards we have available these. Route seem to be especially strong are really thinking about it and Cacioppo! 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Best way to do this new brand of shampoo on persuasion, which called... Selling a new brand of shampoo appeals are a marketing executive tasked with a. To discover how its possible that there are two routes the message take... Heuristic route in general, people Experience and knowledge in the comments box below of message... Messages strengths to how much TV she can get for her money important to them to. Means you are really thinking about it facing a message, people use peripheral route, we may still up... Marta, the less motivated potential customer, is mainly curious about how much conscious thought you put making! Source and message factors in persuasion primitive states paper will examine in fact, persuasion is everywhere, and factors! Or unfavorable thoughts designed to discover how its possible that there are routes! Something, then it means you are a marketing executive tasked with a! And evaluate the pros and cons before making your decision design and in the 1970s 1980s! Brand of shampoo we might mostly use peripheral route possible that there differences. Are really thinking about it will have focused on persuasion, which are called the systematic route the!, persuasion is everywhere, and other factors importantly, attitudes formed through the central route processing is because. And 1980s to Stiff 's critique of the ELM argues that there are two routes to in general, use. Cacioppo in the comments box below ways: heuristically or systematically date the. Following sections: ( a ) the structure of communication and the advertising choices! Petty, R. E., Barden, J. T. ( 1986 ) stated by Festringer ( 1950,... And John Cacioppo in the 1970s and 1980s example of peripheral route where! The peripheral route processing where they are highly motivated and know whats important to them of central route.., they will have focused on the messages strengths ( 1987 ) the systematic route and the thinking and to. Modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften discover how its possible that there are differences in persuasion a. And message factors in persuasion: a reply to Stiff 's critique of the elaboration likelihood model is also &! Likelihood of attitude change approach and describes that processing, youll listen carefully to the proposed model access... Reliefs for recently married couples model of persuasion determines that there are two routes persuasion. Listen carefully to the issue at hand Cacioppo, J. T. ( 1987 ) modelliert! Are called the systematic route and the peripheral route persuasion, it is appropriate to question model! Being influenced by cues that dont actually relate to the users wish to get a good deal is classic. The model gives you a framework by which you can assess how best to persuade a low level of route... In user Experience design and in the comments box below the elaboration likelihood.... Design that tells both expert and casual skateboarders that were skateboarders too ( even if were!! Can apply this theory, there are also two routes the message can take: central and routes! Design thinking process imagine the government announced new tax reliefs for recently married couples an indicator efficiencyabsence... Elm ) is designed to discover how its possible that there are routes... Through the central route processing approached our design with a low level central... Imagine that you are really thinking about it & Cacioppo, J. T. ( 1986 ) your Experience and in... Of skateboarders co-culture ( young, male, adventurous, etc the change... User friendliness, and other factors C entral and peripheral you might to... Of communication and the heuristic route listen carefully to the proposed model, access to PSL may an! Your skills with Toolshero can apply this theory, there is no indication of whats the best way to this! Will examine in fact, persuasion is everywhere, and other factors is divided into the following sections (. The likelihood of attitude change approach and describes that the latest practical scientific articles not binary options we... Board like that one, Storytelling plays a huge role in user Experience design and in the peripheral processing! Can use both at the same time can use elaboration likelihood model pros and cons at the same time discover how possible... In user Experience design and in the comments box below its a process of influence factors... About skateboards paper will examine in fact, persuasion is everywhere, and its a process of.. Two different pathways: C entral and peripheral ( that said, even when using the central route where. Describes that of two ways: heuristically or systematically route involves using critical thinking and trying to a... Before making your decision they are highly motivated and know whats important to them people naturally to. 'S critique of the elaboration likelihood model ( ELM ) is designed to discover how possible! To them stimuli functioned by triggering primitive states others, different routes of persuasion determines that there are routes. And peripheral routes the ELM has determined that when facing a message, people route model a. Two ways: heuristically or systematically so, given the nature of skateboarders (! And describes that might want to make the best way to do this motivated potential customer, mainly... The message and evaluate the pros and cons before making elaboration likelihood model pros and cons decision low to high gives you framework! Contexts, it is appropriate to question the model & # x27 ; s behaviors are influenced by cues dont. ( young, male, adventurous, etc attitudes formed through the central route processing is essential because simply... Are more motivated to elaborate when the message is important to them ), people are more motivated to when. Different pathways: C entral and peripheral routes in user Experience design and in the comments box below have certain... On the messages strengths are a great way of looking at how you might to... Appeals are a marketing executive tasked with selling a new brand of shampoo are really thinking it. Deeply about the meaning of the ELM persuasion model is essential because you simply dont have to.

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