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. The core of persuasion lies in a strong and clear message that is exchanged between two parties. You will examine and weigh up the information carefully before making your decision. A significant factor of persuasion is what the message is being talked about. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. We need to show them why our skateboards are best. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. This is because it relates to time and place and how much time a person has to make a decision. But first a quick re-cap of the ELM persuasion model. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Some psychologists list opportunity under ability. The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. Stay up to date with the latest practical scientific articles. Persuasion often has a negative reputation. Elaboration likelihood model Persuasion has traditionally been associated with two routes. Here, we see that both routes lead to the same conclusion: selling a television. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. 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. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. Try us for free and get unlimited access to 1.000+ articles! The ELM posits that when a persuader presents information to an audience, a level of elaboration results. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. 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. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, 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. This expression contains the unknown parameters. The objectivity of elaboration depends on several factors. The diagram below outlines the elaboration likelihood model. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. Do you have any tips or additional comments? Central route processing requires your conscious thought and critical thinking. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. 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. Daniela is very interested in technical gadgets and a regular customer of Amazon. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). Img. This message is conveyed in an attempt to persuade. Elaboration Likelihood Model. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). Direct and indirect routes are both methods that contribute to the ELM approach. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. Even if we want to elaborate, it can be difficult if we dont have the ability. 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. Agenda-Setting Theory. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. Authored by leading international experts, each chapter represents a personal and . The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. Argumenation Theory. 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. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. What about text? 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 . A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) It follows, therefore, that the profile rather than the total number of cognitive . Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. 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. 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. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. The peripheral route processing is weak, and the recipients engagement is low. PDF. I need to get a good board like that one, now!. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. When people are invested in a topic and have the time and energy to think over an issue, . This influence can be used positively or negatively. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. So, you will need to keep persuading them. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. The level of effort can be low or high. The Art of Persuasion is a fundamental skill that helps you attract others to your message. What Is the Schachter-Singer Theory of Emotion? Again, this depends on a number of factors, such as personal investment in an issue. Marta simply searches for televisions and filters these from high to low ratings. He filters through to see only the boards we have available from these two companies. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. 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. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. 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). According to the elaboration likelihood model, people can have either high or low . His decision-making was more passive, or rather, more peripheral. This makes it more likely that a person will side with one side over another. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. She selects the price to show from low to high. After having decided which TV to buy, she clicks the option buy now with one click. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. This is mainly done to seduce the casual potential buyer. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. 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. This is because Amazon has stored all her information during her previous visits. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. Simply Psychology. In peripheral route processing, the target audience doesnt care about the message. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. 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. The success of this attempt depends upon how well the target audience is known and understood. Elaboration Likelihood Model of Persuasion: Examples & Definition. Purpose. Join our learning platform and boost your skills with Toolshero. However, the level of elaboration a . These messages require an audience to really think about the message, perhaps because the message personally important to them. That way, we can appeal to both and not risk alienating either one. Course: The Brain and Technology: Brain Science in Interface Design. 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. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. These limitations are presented and . Within three minutes, hes homed in on the one he wants; its $59.95. www.simplypsychology.org/elaboration-likelihood-model.html. One major factor is whether the issue is personally relevant to us. such as listing the pros and cons to make an important life decision. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Users know whats important to them; consequently, they will invest in examining a credible designs message. 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.