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). This depends on their motivation and competence. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). design thinking, interaction design, mobile UX design, 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. A List Apart. 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. Imagine that two individuals, Daniela and Marta, need a new television. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. On the virtue of the amount of effort that the person being persuaded has made in deciphering what the message is telling them, they will make a decision based on their thoughts. 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. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Elaboration Likelihood Model of Persuasion: Examples & Definition. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. Knowledge of the demographic profile of a target audience, e.g their level of need of cognition, can also guide internet marketers to design appropriate promotional materials and review formats in order to influence online shoppers effectively. The level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. Img. For example, imagine youre reading about a proposed soda tax in your city. The elaboration likelihood model was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. by. Bad Design vs. Good Design: 5 Examples We can Learn From, Special Offer: Learn Mobile UI Design and Get 20% off, 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. 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. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. star wars: armada rebellion in the rim rules pdf. Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someones social image. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. No votes so far! ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. The central route essentially makes use of critical thinking, wherein one tries to take the best . First, you decide to create an ad targeting central route processors. Again, this depends on a number of factors, such as personal investment in an issue. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . How Emotion Influences Attitudes and Persuasion, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses, The ABC Model of Attitudes: Affect, Behavior & Cognition, Implicit vs. Motivation typically comes in the form of personal relevance. We also share information about your use of our site with our social media, advertising and analytics partners. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. Using the example from before, a soda drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively biased. The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. As such, other factors can influence him/her, including distractions. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The two factors that determine which route to persuasion someone takes are motivation and ability. 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 . According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. 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. 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 peripheral route processing is weak, and the recipients engagement is low. | 9 Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. 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 of persuasion: developing health promotions for sustained behavioral change. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. This is because it relates to time and place and how much time a person has to make a decision. Global entertainment companies form the perceptions and dreams of simple citizens, wherever they may be living. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. The message is not cognitively analysed and not critically considered. Journal of personality and social psychology, 51(5), 1032. a. "What Is the Elaboration Likelihood Model in Psychology?" 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. And, you probably wouldn't pay much attention to what the speaker is actually saying. This is a low level of elaboration. 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. Therefore, the recipient isnt sure whether to agree or disagree with the message. However, not all researchers agree that there are two routes to persuasion: some researchers have proposed a unimodel of persuasion in which there is just one route to persuasion, rather than a central and peripheral route. Scroll. Stages of Change b. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. The models shows that people process information on a certain level when that information is given to them. These include such users as those who know that they want an item, but do not know much about the detail of that item. Essentially, elaboration is a spectrum from low to high. What is an Adjustment Disorder? Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). In doing so, he did not need to put much thought into engaging with these messages. To start, persuasion is communication. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. Motivation is typically decided by how relevant the topic of a message or design is to the user. Download full paper File format: .doc, available for editing GRAB THE BEST PAPER 93.7% of users find it useful Read Text This group of users looks more to the appealing secondary factors of a design. It is possible to use both the central route and peripheral route persuasion at the same time. 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