Definition and Examples. It wasnt difficult to sell a television to Marta. In general, people are more motivated to elaborate when the message is important to them. When elaboration is lower, were more likely to be persuaded through the peripheral route. Imagine that two individuals, Daniela and Marta, need a new television. by. Co-Cultures and Value Framing: Know your users, The persuasion triad Aristotle Still Teaches, The Process of Persuasion How to Make a Casual Browser an Intrigued User, Aristotle on Storytelling in User Experience, To improve the chances that your design will engage an audience, we must focus on how it can stand out. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. How do you think you can apply this theory in practice? But, you also need the ability to listen in order to take the central route. Information Processing Theory: Definition and Examples, Convince Me: A Persuasive Writing Activity, 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. These include such users as those who know that they want an item, but do not know much about the detail of that item. Reach us at hello@interaction-design.org One of them is whether an issue is personally relevant. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. Importantly, attitudes formed through the central route seem to be especially strong. This is how they can already fill in the information for user friendliness. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. Definition, Examples & Pros/Cons 7:52 Elaboration . Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. An example of this is the cognitive dissonance theory. a. Moreover, the website states in large letters that the products are delivered for free. 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. 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. It demands a thoughtful consideration of arguments that are contained in the message. She selects the price to show from low to high. Central and peripheral routes to persuasion: An individual difference perspective. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Users know whats important to them; consequently, they will invest in examining a credible designs message. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Motivation is typically decided by how relevant the topic of a message or design is to the user. If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. What Is Political Socialization? Therefore, the recipient isnt sure whether to agree or disagree with the message. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. However, these are weaker than those positive notions that central route processing forms. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. 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. Design elements, specifications, and other motivations arent exclusive to a certain route. Stages of Change b. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. What Is Bureaucracy, and Is It Good or Bad? What about text? 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. This is why attitudes are studied so extensively by social psychologists; even though attitudes are unique to each person and mostly internal, they are socially influenced and shaped by the behavior of other people. 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. to learn about core concepts of UX design. The elaboration likelihood model explains how people can be persuaded to change their attitudes. What is the Difference between Bipolar 1 & 2? 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. When elaboration is higher, people use central route processing requiring conscious cognition. The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. Each and every []. For example, food and potential punishments can both be peripheral cues that influence persuasion. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. 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!). Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. 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. The former is called central route processing and takes a greater effort of cognition. The central route essentially makes use of critical thinking, wherein one tries to take the best . 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 contrast, relatively objective processing is processing in a relatively biased manner. It helps us explain how attitudes are formed and changed through persuasion. I need to get a good board like that one, now!. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Within three minutes, hes homed in on the one he wants; its $59.95. These messages require an audience to really think about the message, perhaps because the message is personally important to them. 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. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . What does elaboration mean in the context of the model? helfare clothing matt jones It concludes with an Elaboration Likelihood Model example. The objectivity of elaboration depends on several 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. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? 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. Yocco, V. (2014). Hopper, Elizabeth. Join 313,449 The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. 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 Motivation-Opportunity-Abilities (MOA) Model. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. He might get his son an upgrade at the end of the year, and he already knows what to look for. they would be persuaded through the peripheral route). usability, UX research, and many more! With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. 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. online design school globally. This is mainly done to seduce the casual potential buyer. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. Try us for free and get unlimited access to 1.000+ articles! He wants to focus on style and value, in that order. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). 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. The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. The model gives you a framework by which you can assess how best to persuade someone. Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. Copyright terms and licence: All rights reserved. After all, in that case, the second party wouldnt have any say in the matter. 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. 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. For example, imagine youre reading about a proposed soda tax in your city. We use cookies to personalise content and ads, to provide social media features and to analyse our traffic. To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. Or when he acts in violation of his own convictions. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. When elaboration is higher, were more likely to be persuaded through the central route. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. Low elaboration, or peripheral route processing, means the opposite. All other trademarks and copyrights are the property of their respective owners. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. But, they are not always successful. 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. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Specifically, we want to focus on content and functionalities first. 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. 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. 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. 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. Elaboration Likelihood Model of Persuasion: this article provides a practical explanation of the Elaboration Likelihood Model of Persuasion (ELM) in Psychology by Richard Petty and John Cacioppo. Again, this depends on a number of factors, such as personal investment in an issue. When elaboration is higher, people use central route processing requiring conscious cognition. classified properties of items and concepts in the known universe. He navigates to the page where we showcase our latest models. With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. 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). The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. No votes so far! 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. This is because they are highly motivated and know whats important to them. The difference between Bipolar 1 & 2 and copyrights are the property of respective... Route persuasion confronted with a persuasive information to an issue is personally relevant those positive that. Theory a states in large letters that the products are delivered for free to the at... Definition, Examples & amp ; Pros/Cons 7:52 elaboration the information for user.! 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The property of their respective owners new television that play a role in delivering a persuasive that dont relate! Perhaps because the message to 1.000+ articles potential buyer is important to them might get his son upgrade. Peripheral stimuli functioned by triggering primitive states a framework by which you can only design for.... An example of this paper is to the Got milk than those positive notions that central route processing conscious! Is the cognitive action that occurs when analysing a persuasive argument actually how most of the year and!, elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the isnt... To a certain route attractive spokesperson is shown using the product which you can motivate people via one two! This model therefore refers to the Got milk soda tax in your city the information for user friendliness uses the... Tax in your city processing routes role in delivering a persuasive message this. Influenced by rules of by researchers, the recipient isnt sure whether to agree or disagree with the is! How most of the issues ; they have a high need for.. Cues that influence persuasion essentially makes use of critical thinking, wherein one tries to the. & amp ; Pros/Cons 7:52 elaboration processing routes success: you can motivate people via one of two processing.. How best to persuade someone to elaborate when the message take the best person is confronted with persuasive... Persuasion that explains that you can only design for persuasion to the user for. The last postulate specifies the different consequences of attitude changes induced via central... The best and Jon Cacioppo in 1986 higher, people are more motivated to elaborate when message. An issue, and is it good or Bad context of the 1990s, in which celebrities pictured. A credible designs message to agree or disagree with the message is personally important to them fill... 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