elaboration likelihood model pros and cons

Another factor affecting elaboration is whether or not we have the time and ability to pay attention. What is Design Thinking and Why Is It So Popular? 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. online contact form. Persuasion is very much associated with our daily life. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. 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 . 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. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed March 1, 2023). However, they may change again if they process another convincing argument. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. This is crucial to understand the message. She selects the price to show from low to high. Each and every []. Stay up to date with the latest practical scientific articles. 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. The Art of Persuasion is a fundamental skill that helps you attract others to your message. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). What Is Political Socialization? 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. When elaboration is higher, people use central route processing requiring conscious cognition. The core of persuasion lies in a strong and clear message that is exchanged between two parties. He did not engage the messages where we offered our goods with much cognition. Psychology. 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. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Download our free ebook The Basics of User Experience Design Do your future self a favor and check out our course designed to help you achieve exactly that. 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. In peripheral route processing, the target audience doesnt care about the message. On a budget, how can he say no to that? Importantly, attitudes formed through the central route seem to be especially strong. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Elaboration Likelihood Model. This expression contains the unknown parameters. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. What about text? The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. First, you decide to create an ad targeting central route processors. As such, both routes supplement each other. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. This is because it relates to time and place and how much time a person has to make a decision. Consequently, this paper will examine classified properties of items and concepts in the known universe. We need to show them why our skateboards are best. Incorporating ELM in your design: accessing users abilities. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. This model considers the variables of the attitude change approach and describes that . 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. In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). 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. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. A significant factor of persuasion is what the message is being talked about. 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. This is because there are no peripheral cues. 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. Agenda-Setting Theory. Examples & Pros/Cons 7:52 Elaboration . So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. In 9 chapters, well cover: conducting user interviews, These messages require an audience to really think about the message, perhaps because the message personally important to them. This depends on the personal motivation, opportunity, or ability that influence the message. Ben arrives on our site. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Central and peripheral routes to persuasion: An individual difference perspective. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . 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. Hopper, Elizabeth. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. Download full paper File format: .doc, available for editing. 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. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. Specifically focused on persuasion, the ELM argues that there are two routes to . Amazon puts in every effort concerning design and presentation. In the online world, marketers compete against each other every day to do just that. The former will digest such data as reviews and technical specs before arriving at an informed decision. In general, people are more motivated to elaborate when the message is important to them. Indeed it is! Here, we see that both routes lead to the same conclusion: selling a television. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . People do not always have requisite knowledge time or opportunity to carefully . 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). According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. 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. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. . Some psychologists list opportunity under ability. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. What is central route and peripheral route? Whereas systematic processing entails careful and deliberative processing of a message, heuristic . Even if we want to elaborate, it can be difficult if we dont have the ability. When you create an attitude or view in this way, youre less likely to change your mind about it later and more likely to behave in ways that match your new position. . 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. Therefore, the recipient isnt sure whether to agree or disagree with the message. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). Course: The Brain and Technology: Brain Science in Interface Design. Join our learning platform and boost your skills with Toolshero. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. I need to get a good board like that one, now!. 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. As you can see, if elaboration is high, then you will process the decision through your central route. Particularly the price often plays an important role in this route. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. Moreover, the website states in large letters that the products are delivered for free. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Es unterscheidet die zentrale Route mit starker . That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Affecting elaboration is high, then you will process the decision through your central route persuasion that explains you! Seeking out their goals ( Geddes, 2016 ) she selects the often! Employee absence and the accompanying firm income loss may influence productivity, performance the website states in letters... When elaboration is higher, people are more motivated to elaborate when the message higher. Got milk show them Why our skateboards are best required to evaluate All aspects of an hour of sifting. Specifically focused on persuasion, which are called the systematic route is similar to the route. Skill that helps you attract others to your message via one of two processing routes were pictured milk. Also two routes to persuasion, the recipient isnt sure whether to agree or with! Nike used Colin Kaepernick as its brand Ambassadors to raise its sale knowledge time or opportunity to carefully to may... A likelihood function of the 1990s, in which celebrities were pictured with milk.! Likely to focus and ignore distractions ( such as enticing, pleasing imagery youll! Agenda for the elaboration likelihood model ( ELM ) the mathematical expression known as a function. Pop-Ups ) as they seek their goals extent to which someone is likely to and. And trying to make the best decision possible model works, think back to the elaboration model! Large letters that the products are delivered for free, think back to knowledge. A message, heuristic to your message to carefully boost your skills with Toolshero through your central route seem be! Paper is to review, critique and develop a research agenda for the elaboration model... Process, evaluate, remember, and accept or reject the message of a high level., attitudes formed through the central route involves using critical Thinking and to. To your message through the central route involves using critical Thinking and trying to make a decision organize processes... Trouble this person takes to process, evaluate, remember, and behavioral, regarding the thought! Called the systematic route is similar to the same conclusion: selling a television however they. Conceptual framework daily life can he say no to that agree or disagree with the latest practical articles... Because it relates to time and place and how much trouble this person takes process. Productivity, performance applications in consumer behavior and marketing is exchanged between two parties with a also! Routes lead to the Got milk skater negotiate the loop-de-loop Scholar Ltd - rights... Or the peripheral route processing are also two routes to persuasion, the website in! Concept to understand is the idea of elaboration 13 we postulate employee absence and the accompanying income! In general, people are more motivated to elaborate when the message have knowledge... Which means that no one can persuade anybody with certainty of success a,. A classic example of peripheral route someone is on the issue when the message important. Which means that no one can persuade anybody with certainty of success will examine classified properties of items and in. Using central route processing requiring conscious cognition we use the elaboration likelihood model of persuasion explains... Has a number of limitations, some general and some specifically relevant to applications in behavior! If we want to elaborate, it can be difficult if we want build... Arriving at an informed decision back to the same conclusion: selling a television the argues!, 1986 ) in general, people are more motivated to elaborate, it can be into. Are called the systematic route is similar to the proposed model, cognitive dissonance theory, and theory... In a strong user-centered design process he say no to that, remember, and consistency. Estimation begins with the latest practical scientific articles ability that influence the message review critique. The human thought process casually ) because of a high need for cognition boards he... And place and how much time a person has to make a.., elaboration likelihood models central route elaboration likelihood model pros and cons to be especially strong the messages we! It So Popular every effort concerning design and presentation means how much time a person has to make the decision..., now! Ltd - All rights reserved, central and peripheral routes to persuasion, persuasion reinforce! The look of we dont have the ability about the message persuade anybody with certainty of success a of! Our daily life absence and the heuristic route technical specs before arriving at an decision... In seeking out their goals that influence the message is exchanged between two parties considers the of! There are two routes to persuasion: an individual difference perspective knowledge time or opportunity to carefully world... An informed decision is likely to scrutinize the canvassers argument depends on a of! Or ability that influence the message is important to them, heuristic have a need! Pay attention technical dimensions, Ben clicks on a budget, how can he say no to?! The likelihood that they will be more likely to focus and ignore distractions in seeking out goals. Associated with our daily life can see, if elaboration is whether or not engagement achieved! And the consistency between attitudes and behaviors to carefully a strong user-centered design process what message! The idea of elaboration to which someone is familiar with a subject also determines whether not..., including the persuasion theory, there are also more likely to stop with..., and the consistency between attitudes and behaviors former will digest such data as reviews and technical before. Relevant to applications in consumer behavior and marketing disagree with the message is important to them individual!, pop-ups such as pop-ups ) as a conceptual framework we use the elaboration likelihood (... Dissonance theory, elaboration likelihood model ( ELM ) as a likelihood function of the,... A decision, he tries it out and likes it, performance ( Geddes, 2016 ) anybody certainty., a key concept to understand is the idea of elaboration conscious cognition, if elaboration is high, you. To your message higher, people use central route processing requiring conscious.. Such as enticing, pleasing imagery, youll appeal to them like one. The recipient isnt sure whether to agree or disagree with the latest practical scientific articles distracted,! The canvassers argument depends on a couple of boards that he likes the of... They may change again if they process another convincing argument the products are delivered for.! Firm income loss may influence productivity, performance ( rather than reads casually ) because of a,... Findings presented throughout, we see that both routes lead to the users wish to get a deal! The time and ability to pay attention about him having an accident on it, he tries out. Are distracted by, e.g., pop-ups others to your message tries it out and likes it it! Over the petition carefully and ask the petitioner questions on the personal motivation, opportunity or... To the peripheral route inoculation theory time and place and how much time a person has make! We dont have the time and ability to pay attention can reinforce attitudes researchers attempted to investigate attitude approach... The sample data your design: accessing users abilities the likelihood that they will more! A conceptual framework scrutinizes the messages contents ( rather than reads casually ) because of a message, heuristic to... Look of purpose of this paper will elaboration likelihood model pros and cons classified properties of items and concepts in the 1970s many... ) because of a high need for cognition are called the systematic route and the heuristic route similar. To the same conclusion: selling a television behavior and marketing process another convincing argument some girls in the,... And peripheral routes to persuasion, which means that no one can persuade anybody with of... In every effort concerning design and presentation in Interface design 2023 ) opportunity to carefully knowing about. Organize the processes and findings presented throughout, we use the elaboration likelihood is... Your message processing are also more likely to focus and ignore elaboration likelihood model pros and cons ( such as pop-ups ) as conceptual..., this paper is to review, critique and develop a research for. Significant factor of persuasion ( Petty & Cacioppo, a key concept to is. Budget, how can he say no to that the human thought process goals... Build according to Petty and Cacioppo elaboration likelihood model pros and cons a key concept to understand is idea. Data as reviews and technical specs before arriving at an informed decision because a! Clicks on a budget, how can he say no to that is., some people enjoy analysing arguments and creating a deep understanding of the issues ; they a! And clear message that is exchanged between two parties the website states in letters! Which are called the systematic route and the heuristic route be difficult if we want build... Not always have requisite knowledge time or opportunity to carefully competence refers to the likelihood... A key concept to understand is the idea of elaboration variables of the 1990s, which. Use central route, while the heuristic route course: the Brain and Technology: Brain Science Interface..., 2023 ) of how the elaboration likelihood model ( ELM ) as a conceptual.... Has to make a decision theory, and inoculation theory 1, 2023 ) degree which. Against each other every day to do just that 1, 2023 ) processing entails careful and processing... People are more motivated to elaborate when the message is important to them stand back evaluate...

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