Simply Scholar Ltd. 20-22 Wenlock Road, London N1 7GU, 2023 Simply Scholar, Ltd. All rights reserved, How the elaboration likelihood model works, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). What do you believe are factors that affect the way people are influenced? Views formed through central route processing tend to be long-lasting. 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. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Do you have any tips or additional comments? Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The elaboration likelihood model was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. In the 1970s, many researchers attempted to investigate attitude change and the consistency between attitudes and behaviors. Both exist on a sliding scale. Elaboration Likelihood Model is a dual process theory that aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. This means that persuasion isnt force. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. whereby one weighs the pros and cons of the issue at hand very carefully. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. When elaboration is higher, people use central route processing requiring conscious cognition. In 9 chapters, well cover: conducting user interviews, If you are motivated to listen but can't hear the speaker or are distracted by something else, you will end up using peripheral cues (such as the length of the speech) instead of a central argument. Reach us at hello@interaction-design.org Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. We are sorry that this post was not useful for you! 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. Journal of personality and social psychology, 51(5), 1032. 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. Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. Process of Changes c. Decisional Balance d. Self Efficacy c. Decisional Balance 14. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. When they do, it is often in response to social influence. So, you certainly have motivation. 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. 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. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. As such, both routes supplement each other. The audience is not required to think deeply about the meaning of the message. Imagine that two individuals, Daniela and Marta, need a new television. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Again, this depends on a number of factors, such as personal investment in an issue. Thats the life for me. 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. First, you decide to create an ad targeting central route processors. The central route is powerful. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. You must be able to understand what the person is talking about and not be distracted by anything else. Essentially, elaboration is a spectrum from low to high. All rights reserved. Or when he acts in violation of his own convictions. 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. 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. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. This message is conveyed in an attempt to persuade. 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. 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. Yes, he wants to get some safety gear for Ben, just the basics. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. That way, we can appeal to both and not risk alienating either one. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. This may illustrate, In 1958 Theodore Newcomb studied the highly conservative . 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. . Get unlimited access to over 88,000 lessons. More so than Marta. However, peoples attitudes or evaluations cannot be absolutely correct. 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 where the Elaboration Likelihood Model (ELM) comes in. In doing so, he did not need to put much thought into engaging with these messages. The level of effort can be low or high. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. 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. These include such users as those who know that they want an item, but do not know much about the detail of that item. Protective Motivation Theory 13. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high. For example, Bens dad may not have realized it, but he also took those smiley face ratings into account, and the point that the reason he noticed the helmet icon weve strategically placed on the sidebar was because we made it stand out with contrast to the background color. Here, we see that both routes lead to the same conclusion: selling a television. ), we could afford to inject some action, or perhaps shock. Petty, R. E., & Cacioppo, J. T. (1986). 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. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. The peripheral route processing is weak, and the recipients engagement is low. No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. succeed. Is it possible to use both processing routes? 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. For example, imagine the government announced new tax reliefs for recently married couples. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986). He finds the large picture on our landing page and is instantly excited. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Skateboarders looking for new boards will scrutinize the designs offered options. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. 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. The model also shows these differences affect people's attitudes. 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. Do your future self a favor and check out our course designed to help you achieve exactly that. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. 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. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). Create your account, 11 chapters | For example, think again about the speech regarding tuition prices. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. 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. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Hopper, Elizabeth. This influence can be used positively or negatively. Janse, B. 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. Copyright terms and licence: All rights reserved. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. However, Bens father is becoming more knowledgeable about skateboards. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? Denis now spends his days helping others understand complex business topics. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. However, attitudes are not always static - sometimes they change. Learn the definition, examples, advantages, and disadvantages of both levels, and discover. In contrast, relatively objective processing is processing in a relatively biased manner. 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. 1-24). 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. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. By clicking Accept All Cookies, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. It helps us explain how attitudes are formed and changed through persuasion. We were founded in 2002. These messages require an audience to really think about the message, perhaps because the message is personally important to them. Img. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate 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). (2019). When people are persuaded via central route processing, they have focused on the messages strengths. He might get his son an upgrade at the end of the year, and he already knows what to look for. A woman brainstorms in front of a whiteboard. The former will digest such data as reviews and technical specs before arriving at an informed decision.
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