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. (2015). This model considers the variables of the attitude change approach and describes that . Indeed it is! These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . 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. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. What do you think? However, the level of elaboration a . Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. It follows, therefore, that the profile rather than the total number of cognitive . 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 . This group of users looks more to the appealing secondary factors of a design. Elaboration Likelihood Model. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. Persuasion is very much associated with our daily life. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. It demands a thoughtful consideration of arguments that are contained in the message. The central route is powerful. Motivation is typically decided by how relevant the topic of a message or design is to the user. Simply Psychology. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. The models shows that people process information on a certain level when that information is given to them. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . 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. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. 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. An example of this is the cognitive dissonance theory. 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. Understanding ELM will grant you that marketing edge. What is the Likelihood Elaboration model? 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 lived in an entirely different region of the country. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. Simply Psychology's content is for informational and educational purposes only. The model gives you a framework by which you can assess how best to persuade someone. This is because they are highly motivated and know whats important to them. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . When people are persuaded via central route processing, they have focused on the message's strengths. Specifically, the ELM has determined that when facing a message, people . ), fine-tuning the image as we move on to focus on the visuals. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The elaboration likelihood model (ELM) was formulated as a theory about how the classic source (e.g., expertise), message (e.g., number of arguments), and contextual (e.g., distraction) variables have an impact on attitudes toward various objects, issues, and people. Min ph khi ng k v cho gi cho cng vic. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. The elaboration likelihood model suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. All these episodes are now in one course: Check it out here: http:/. Do you want unlimited ad-free access and templates? If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. 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. This depends on their motivation and competence. Essentially, elaboration is a spectrum from low to high. This is because there are no peripheral cues. The second term to Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. What if we had a less-motivated user access our site? Positive or negative cues youve picked up. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . What Is the Schachter-Singer Theory of Emotion? How to cite this article: The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. The central route emphasises a high relevance of the message to the individual. Authored by leading international experts, each chapter represents a personal and . Author/Copyright holder: Davidvfu1. When elaboration is lower, were more likely to be persuaded through the peripheral route. 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. The central route of persuasion entails careful. In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. 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. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. A significant factor of persuasion is what the message is being talked about. Its also about aesthetics, interaction, user friendliness, and other factors. Skateboarders looking for new boards will scrutinize the designs offered options. Download our free ebook The Basics of User Experience Design 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. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. 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. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . Springer, New York, NY. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). Ben approached our design with a low level of elaboration. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Hero Image: Author/Copyright holder: Alistapart. This is a low level of elaboration. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. 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. With 148,832 graduates, the Interaction Design Foundation is the biggest 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. People often process information at a different level of both routes. 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). 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. Persuasion isnt just about the words in the message. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. This is crucial to understand the message. Thats the life for me. But first a quick re-cap of the ELM persuasion model. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. 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 is how they can already fill in the information for user friendliness. 12. In this case, the audience investigate the messages content, rather than just reading through it. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. 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). Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. 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