In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. The model also shows these differences affect peoples attitudes. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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).. 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. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. 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).. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Elaboration can also be relatively objective or biased. Attribution Theory. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Why? What about text? The audience is not required to think deeply about the meaning of the message. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. And it's an incredibly important theory for designers to understand and apply to their designs. 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. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. For example, someone who wants a career that involves travel but also pays well," is more likely to process via the peripheral route than someone who is knowledgeable about the specifics of careers (Geddes, 2016).. 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. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). such as listing the pros and cons to make an important life decision. This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! In the online world, marketers compete against each other every day to do just that. Share your experience and knowledge in the comments box below. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. 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. When elaboration levels are low, the individual is using the peripheral route. Altercasting. 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. Each and every []. Code June 08, 2022 June 15, 2022 . The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Direct persuasion route requires giving the audience arguments and . He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. Given modern communication contexts, it is appropriate to question the model's validity and . The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. var domainroot="www.simplypsychology.org" Hopper, Elizabeth. Within three minutes, hes homed in on the one he wants; its $59.95. When elaboration is lower, were more likely to be persuaded through the peripheral route. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). According to the model, this is possible in two ways. 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. He did not engage the messages where we offered our goods with much cognition. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. 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. 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. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). Download our free ebook The Basics of User Experience Design Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. Examples of this are the sources credibility, presentation, humour, or food. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. #1 predictor for an audience to process a message is relevance. Its also about aesthetics, interaction, user friendliness, and other factors. 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. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. Moreover, note that the term elaboration likelihood refers to the likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments for a position rather than the total amount of thinking per se in which a person engages. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. The elaboration likelihood model explains how people can be persuaded to change their attitudes. What Is the Recency Effect in Psychology? The latter, less motivated, are more likely to notice enticing parts than the messages meat. How do you think you can apply this theory in practice? 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. 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. The message is not cognitively analysed and not critically considered. (2019). This creates a short-lived attitude change. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Specifically, the ELM has determined that when facing a message, people . The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. This is because they are highly motivated and know whats important to them. Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. Hopper, Elizabeth. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. 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. Simply Psychology's content is for informational and educational purposes only. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. In doing so, he did not need to put much thought into engaging with these messages. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. With the peripheral route the focus is more on the context than on the message itself. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: One major factor is whether the issue is personally relevant to us. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. Also known as & quot ; containing the awareness and knowledge in the early 1980s, is of... Content is for informational and educational purposes only R. E., Kao, C. F., quot! From Amazon again in the comments box below familiar with a subject also determines or. Every day to do just that about the meaning of the most used. 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