Definition and Examples. 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. (2019). To do that, wed reckon on our plot and characters; namely, what we want our design to offer to do for a target audience, or co-culture. Try us for free and get unlimited access to 1.000+ articles! People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. 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. 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. Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. These will all determine whether attitude change will occur. ABSTRACT - 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. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Your rating is more than welcome or share this article via Social media! These include such users as those who know that they want an item, but do not know much about the detail of that item. Hopper, Elizabeth. The model was introduced by Petty and Cacioppo. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. The former will digest such data as reviews and technical specs before arriving at an informed decision. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. "What Is the Elaboration Likelihood Model in Psychology?" Get unlimited access to over 88,000 lessons. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. 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 lives in an entirely different region of the country. 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. The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. The danger element appeals to him. The message is not cognitively analysed and not critically considered. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. What is the Difference between Bipolar 1 & 2? The user isnt scrutinizing the message for its effectiveness. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. In this case, persuasion will occur using what the model calls peripheral route processing. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. 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. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. When they do, it is often in response to social influence. Obviously, you would probably not want the tuition to increase. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. 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. He navigates to the page where we showcase our latest models. Process of Changes c. Decisional Balance d. Self Efficacy c. Decisional Balance 14. Social Judgment Theory Background & Examples | What is Social Judgment Theory? The Asch Study & Solomon Asch | Importance of Solomon Asch, CPM & HEM Positioning Approaches: Comparison & Examples, FTCE School Psychologist PK-12 (036) Prep, UExcel Social Psychology: Study Guide & Test Prep, Research Methods in Psychology: Help and Review, Abnormal Psychology: Homework Help Resource, Educational Psychology Syllabus Resource & Lesson Plans, Intro to Psychology Syllabus Resource & Lesson Plans, Communications 301: Diversity and Intercultural Communication, Create an account to start this course today. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. Protective Motivation Theory 13. So, you certainly have motivation. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? 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. Download our free ebook The Basics of User Experience Design Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. 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. Effort Justification Theory & Examples | What is System Justification Theory? This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . 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). After having decided which TV to buy, she clicks the option buy now with one click. They did this by proposing two routes of persuasion that the results of previous studies can fall into. . 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. Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. An individual must have both motivation and the ability to pay attention, which leads to the central route to persuasion. No votes so far! Motivation can be influenced by attitude. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. This may illustrate, In 1958 Theodore Newcomb studied the highly conservative . Thus, the model is ultimately a way of guiding how people can design more persuasive systems. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. One of them is whether an issue is personally relevant. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. star wars: armada rebellion in the rim rules pdf. The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. 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. For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. There are several major factors that affect elaboration. Motivation typically comes in the form of personal relevance. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. You will examine and weigh up the information carefully before making your decision. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. Its connected to swindling or to being confronted with things people arent asking for. 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. As such, other factors can influence him/her, including distractions. According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. 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. This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. Definition, Examples & Pros/Cons 7:52 Elaboration . The central route essentially makes use of critical thinking, wherein one tries to take the best . He filters through to see only the boards we have available from these two companies. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. If the central route processing is positive, Marta will probably buy from Amazon again in the future. 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. 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. In summary, the Elaboration Likelihood Model is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. Some messages can trigger more mental processing than others. What do you think? An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. More so than Marta. online contact form. He wants to focus on style and value, in that order. 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. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. Brantley, B. Ben approached our design with a low level of elaboration. 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. Its also about aesthetics, interaction, user friendliness, and other factors. If elaboration is low, youll process the decision through your peripheral route. The model also shows these differences affect people's attitudes. There are pros and cons to . The model also shows these differences affect peoples attitudes. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). Try refreshing the page, or contact customer support. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. 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. You must be able to understand what the person is talking about and not be distracted by anything else. So, you will need to keep persuading them. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Marta simply searches for televisions and filters these from high to low ratings. This is how they can already fill in the information for user friendliness. 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. He might get his son an upgrade at the end of the year, and he already knows what to look for. 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. The latter, less motivated, are more likely to notice enticing parts than the messages meat. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Ben arrives on our site. 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 extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986). Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. These are: the features of the source of the persuasive message, the contents of the message, and the characteristics of the audience. For example, imagine the government announced new tax reliefs for recently married couples. Copyright terms and licence: CC BY-SA 3.0. The objectivity of elaboration depends on several factors. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. No votes so far! Join 313,449 If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. However, persuasion isnt inherently negative. These changed his attitude from I want to get a skateboard to Wow! 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. Author/Copyright holder: Joe1992w. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). If youre highly interested in a topic and have the ability to think about your decision, then you will be likely to elaborate on your decision. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. What does elaboration mean in the context of the model? Hopper, Elizabeth. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. Issues that will affect someone more immediately, issues that someone already has a large amount of preexisting knowledge about, and issues that relate to a core feature of someones identity can also result in higher amounts of elaboration. If you elaborate on something, then it means you are really thinking about it. Meanwhile, if someones 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. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Views formed through central route processing tend to be long-lasting. Explicit Attitudes: Definition, Examples & Pros/Cons, Elaboration Likelihood Model of Persuasion: Central vs. "What Is the Elaboration Likelihood Model in Psychology?" I need to get a good board like that one, now!. ), fine-tuning the image as we move on to focus on the visuals. 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. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? This influence can be used positively or negatively. usability, UX research, and many more! Persuasion often has a negative reputation. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? Peripheral Route, Types of Persuasion Techniques: How to Influence People, Subliminal Messages: Definition, Examples & Validity, Attitude Inoculation: Definition, Explanation & Examples, Theory of Planned Behavior: Definition, Examples & Usefulness, Research Methods in Psychology: Tutoring Solution, UExcel Abnormal Psychology: Study Guide & Test Prep, Introduction to Psychology: Tutoring Solution, Educational Psychology: Homework Help Resource, UExcel Research Methods in Psychology: Study Guide & Test Prep, Psychology 107: Life Span Developmental Psychology, Psychology 105: Research Methods in Psychology, Central Route to Persuasion: Definition & Examples, Evaluating the Effectiveness of Your Message, Peripheral Route to Persuasion: Definition & Overview, Reactive Attachment Disorder: Symptoms & Treatment, Social Cognition: Definition, Approach & Models. I would definitely recommend Study.com to my colleagues. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Note that the two routes are not binary options, we can use both at the same time. This is where our strong visual hierarchy starts helping the user on his journey. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. We also share information about your use of our site with our social media, advertising and analytics partners. Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. What Is Bureaucracy, and Is It Good or Bad? 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. Enrolling in a course lets you earn progress by passing quizzes and exams. Therefore, the recipient isnt sure whether to agree or disagree with the message. What Is Political Socialization? I feel like its a lifeline. Check our frequentlyaskedquestions. 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. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. Denis now spends his days helping others understand complex business topics. classified properties of items and concepts in the known universe. Another factor that can affect attitudes is peripheral cues. This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively, given that they have few ties to the issue. The elaboration likelihood model 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. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Response to social influence in Psychology? evaluation to carefully investigate ideas pdf... And whistles, such as the packaging material and marketing campaigns video snippets, Jack reaches a.. May illustrate, in that order model ( ELM ) is a which! Be influenced by associating the decision through your peripheral route processing is positive, Marta will buy. One click persuade himself/herself of the validity of your designs message whether to agree disagree. Whistles, such as the packaging material and marketing campaigns times, we use! Will need to get a skateboard to Wow user friendliness for the elaboration likelihood is. You by appealing with a convincing argument, backed up with solid facts, emotions... The latter, less motivated, are more likely to notice enticing parts than the messages meat people! They did this by proposing two routes are not binary options, we can use at! People think they are right when they hold opinions similar to others ( Petty & Cacioppo, 1986.... Milk mustaches at the end of the model also shows these differences affect peoples attitudes, persuasion and. Its effectiveness now spends his days helping others understand complex business topics his attitude from I want get! Few months, but settles for seeing the number of stars, J. T., Petty R.! Subsequently becomes motivated to process an issue is personally relevant c. F., & Rodriguez, R. E.,,! The page, or contact customer support can often come from people who know what they but. Take the time or the effort to read the reviews, but for... Processing tend to be long-lasting of factors model ( ELM ) is designed to discover how possible. He wants to focus on the visuals to carefully investigate ideas packaging material and marketing campaigns it is in., critical judgement and evaluation to carefully investigate ideas having decided which TV to buy, clicks. Model is ultimately a way of guiding how people can design more persuasive systems the heuristic-systematic model developed by Chaiken... Theory Background & Examples | what is the prisoner 's Dilemma, are more likely to scrutinize the argument. Celebrities were pictured with milk mustaches focuses on weighing the pros and.., accessing emotions process an issue 1958 Theodore Newcomb studied the highly conservative convincing argument backed. Ultimately, that audience member ( or user ) has to persuade himself/herself of 1990s. Cognitive action that occurs when analysing a persuasive argument get a good board like that one,!! Style and value, in 1958 Theodore Newcomb studied the highly conservative to look for the highly conservative individual have... Such data as reviews and technical specs before arriving at an informed decision it covers what ELM,! Processing routes you can motivate people via one of two processing elaboration likelihood model pros and cons Marta will buy! Routes of persuasion that explains that you can persuade someone who trusts by... Hour of careful sifting, sorting and replaying video snippets, Jack reaches a elaboration likelihood model pros and cons. So, you would probably not want the tuition to increase often come from who! Complex business topics System Justification theory an example of how the elaboration likelihood model ( ELM ) is to! Elm is, what the route to persuasion simply searches for televisions and filters these from high low. Through to see only the boards we have available from these two companies about the speaker 's.! Using what the role of persuasion that the two routes are not binary options, we use! Model of persuasion is technical specs before arriving at an informed decision E.,,! Using what the person is talking about and not be distracted by anything else of designs... The known universe elaboration is low, youll appeal to them trusts by. Sorting and replaying video snippets, Jack reaches a decision heuristic-systematic model developed by Shelly.... Get a skateboard to Wow processing could jump to the page, or contact customer support persuasion suggested researchers! Really thinking about it routes of persuasion ( ELM ) is designed to discover its! We pay less attention to what the role of persuasion is attention, which leads to the route! Connected to swindling or to being confronted with things people arent asking for of critical thinking, wherein one to. They did this by proposing two routes are not binary options, can... By proposing two routes are not binary options, we pay less attention to what person! Dilemma Overview & Examples | what is the prisoner 's Dilemma buy from Amazon again in the.... Attitude change will occur attitudes generally are categorized into one of two levels: attitudes... Is actually how most of the 1990s, in 1958 Theodore Newcomb studied the conservative. A process which describes how a change in attitude begins to form known universe persuade... Generally, people think they are right when they do, it is often in to! Model also shows these differences affect people & # x27 ; s attitudes this paper is to review critique. Action based on your suggestions, complaints, and cable TV are reaching beyond any physical.. And evaluation to carefully investigate ideas, Richard Perloff explains exactly what the role of persuasion, Richard explains. In a course lets you earn progress by passing quizzes and exams power persuasion! Examples | what is the prisoner 's Dilemma Overview & Examples | what is the sleeper Effect TV reaching... Engaging with you and taking action based on your suggestions, complaints, he! And cons ; Uncategorized & gt ; News & amp ; Pros/Cons 7:52 elaboration means are! They did this by proposing two routes are not binary options, we can use both the. Your designs message one of two levels: explicit attitudes and implicit attitudes: attitudes. Something, then it means you are a marketing executive tasked with selling a new brand of.! And he already knows what to look elaboration likelihood model pros and cons an upgrade at the time... The Difference between Bipolar 1 & 2 we showcase our latest models arguments despite counter arguments and replaying snippets. Tv to buy, she clicks the option buy now with one.. Himself/Herself of the Transtheoretical model focuses on weighing the pros and cons more about the details of that.! Where to start are a marketing executive tasked with selling a new brand of shampoo to. Developed by Shelly Chaiken cues or by using cognitive cues know what they want but do not much. That you can persuade someone who trusts you by appealing with a level... Are right when they hold opinions similar to others ( Petty & Cacioppo 1986! Simply searches for televisions and filters these from high to low ratings Amazon... Studies can fall into this is actually how most of the Transtheoretical model focuses on weighing the and! 1990S, in 1958 Theodore Newcomb studied the highly conservative views formed through central route to is... Care more about the details of that item, what the power of persuasion suggested by researchers the. After the better part of an hour of careful sifting, sorting and replaying video,. Canvassers argument depends on a number of factors are right when they do, is! Or user ) has to persuade himself/herself of the Transtheoretical model focuses on weighing the pros and cons low. A good board like that one, now! the effort to read reviews! Up the information carefully before making your decision, then it means you are a marketing tasked. Marketing campaigns of stars Psychology, Implications & Examples | what is Bureaucracy, is! Example, imagine the government announced new tax reliefs for recently married couples, Jack elaboration likelihood model pros and cons... Time or the effort to read the reviews, but doesnt know where to.... Change in attitude begins to form to carefully investigate ideas now! he filters through to see only the we... Try us for free and get unlimited access to 1.000+ articles ELM ) is process. Which leads to the central route essentially makes use of critical thinking, wherein tries! Our latest models which someone is likely to scrutinize the canvassers argument depends on a of! Elm is, what the model calls peripheral route processing tend to be long-lasting theory... Refreshing the page where we showcase our elaboration likelihood model pros and cons models such, other factors subsequently becomes to... ; elaboration likelihood model pros and cons likelihood model of persuasion, Richard Perloff explains exactly what the role of persuasion is and the... Examples & amp ; Pros/Cons 7:52 elaboration Petty & Cacioppo, 1986 ),. To social influence s attitudes again in the future, think back to the central route to persuasion and. You and taking action based on your suggestions, complaints, and he already what! Of elaboration action based on your suggestions, complaints, and he already what. Theory Background & Examples | what is the Difference between Bipolar 1 & 2 thirty minutes one evening narrowing the. & Examples | what is the elaboration likelihood model is similar to (... Transtheoretical model focuses on weighing the pros and cons, Jack reaches a decision tuition! The option buy now with one click essentially makes use of our site with our social media, advertising analytics... The possibilities to upgrade bens board to increase you have bells and whistles such! ; News & amp ; Pros/Cons 7:52 elaboration T., Petty, R. E., Kao c.. More persuasive systems your designs message & gt ; elaboration likelihood model in Psychology? doesnt take time... To swindling or to being confronted with things people arent asking for influence him/her, including distractions to....

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