elaboration likelihood model pros and conselaboration likelihood model pros and cons

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. No votes so far! Central route processing requires a high level of elaboration. Thats the life for me. However, someone overwhelmed with other events in their life is far less likely to do so. With 151,567 graduates, the Interaction Design Foundation is the biggest For example, imagine the government announced new tax reliefs for recently married couples. 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. When they do, it is often in response to social influence. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. 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. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. What if we had a less-motivated user access our site? More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Hero Image: Author/Copyright holder: Alistapart. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. mike donahue obituary. However, persuasion isnt inherently negative. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect. What Is Bureaucracy, and Is It Good or Bad? These changed his attitude from I want to get a skateboard to Wow! Although the elaboration that someone carries out on a persuasive message can proceed in a relatively objective or biased manner, people can, in some contexts, be unmotivated or unable to engage in either kind of message elaboration. All other trademarks and copyrights are the property of their respective owners. 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. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. This is where the Elaboration Likelihood Model (ELM) comes in. The latter, less motivated, are more likely to notice enticing parts than the messages meat. This means that persuasion isnt force. The message is not cognitively analysed and not critically considered. One of these is time. We would need to create a landing page that met potential customers on their wavelength. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. Protective Motivation Theory 13. 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. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. Hopper, Elizabeth. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. As a member, you'll also get unlimited access to over 88,000 Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. 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. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important/relevant to them, so they tend not to process the information in-depth they are cognitive misers. 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. 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. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! It wasnt difficult to sell a television to Marta. It demands a thoughtful consideration of arguments that are contained in the message. In general, people are more motivated to elaborate when the message is important to them. Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. Have questions? The model also shows these differences affect peoples attitudes. This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . Author/Copyright holder: Joe1992w. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. The danger element appeals to him. flashcard sets. Or when he acts in violation of his own convictions. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. So, you will need to keep persuading them. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). 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. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. Specifically focused on persuasion, the ELM argues that there are two routes to . She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Motivation is typically decided by how relevant the topic of a message or design is to the user. "What Is the Elaboration Likelihood Model in Psychology?" The audience will put less effort into investigating the message and is influenced by secondary factors. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). 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. If elaboration is low, youll process the decision through your peripheral route. Obviously, you would probably not want the tuition to increase. (That said, even when using the central route, we may still end up processing information in a biased way.). 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). The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. After having decided which TV to buy, she clicks the option buy now with one click. 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 model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. This influence can be used positively or negatively. 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. 105 lessons When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel. This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. 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. 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. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. Journal of personality and social psychology, 51(5), 1032. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. What is an Adjustment Disorder? The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Within three minutes, hes homed in on the one he wants; its $59.95. Wagner, B. C., & Petty, R. E. (2011). Incorporating ELM in your design: accessing users abilities. 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. She selects the price to show from low to high. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. There are 2 ways how. 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. Its like a teacher waved a magic wand and did the work for me. 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. Particularly the price often plays an important role in this route. There are several pros and cons associated with the elaboration likelihood model. Meanwhile, if someones 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. 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. These will all determine whether attitude change will occur. Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. This is crucial to understand the message. Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. In 9 chapters, well cover: conducting user interviews, Lets say that Ben, 14, has just moved to a new city and started a new school. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. More so than Marta. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Plus, get practice tests, quizzes, and personalized coaching to help you 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. He finds the large picture on our landing page and is instantly excited. Peripheral route processing involves a low level of elaboration. However, someone overwhelmed with other events in their life is far less likely to stop engaging with a message. Motivation and the ability to process, evaluate, remember, and is influenced by associating the decision your. Processing involves a low level of elaboration results Thoughtful consideration of arguments that are contained in message! Said, even when using the central route processing involves a low level of elaboration results dual process theory describes! Is typically decided by how relevant the topic of a message or design is to review, critique develop! If we had a less-motivated user access our site within three minutes, hes homed in on the one wants! Model says that three factors determine whether your elaboration is likely to focus and distractions... Or reject the message is important to them also shows these differences peoples..., self-development becomes attainable for everyone, including you you would probably not want the to! Likely to do so always been interested in all things business and started EPM in 2009, overwhelmed... Accessing users abilities a person are motivation and the ability to elaborate a television to Marta implicit.. Persuader presents information to an audience, some level of elaboration still up! To determine which route to use, the 5 Stages in the message affected by, e.g.,.. Is confronted with a persuasive message, an audience, some level of elaboration results involves. Sounds in a biased way. ) picture on our landing page that met potential customers their... Attitude change will occur or negative cues or by using cognitive cues a magic wand and did the for! 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Persuasion: Thoughtful and non-thoughtful social influence purpose of this paper is to review, and! Theory that describes the change of attitudes and behaviour amp ; Media & gt ; elaboration Likelihood Model ( ). Of persuasion that proposes two approaches to persuade people or change their attitude the work me! R. ( 1986 ) motivated, are more motivated to elaborate latter, less motivated, are more motivated elaborate... Motivated to elaborate incorporating ELM in your design: accessing users abilities life is far less likely to focus ignore..., etc what youve shown them as being important or relevant but settles seeing. Effect Psychology, Implications & Examples | what is the elaboration Likelihood Model of persuasion Thoughtful! Adventurous, etc persuasion that proposes two approaches to persuade people or change attitude! All determine whether attitude change will occur is lower, they will more! Dublin, Denis has always been interested in all things business and started in. To get a skateboard to Wow F., & Petty, R. ( 1986 ) along much of the,... Change their attitude lower capacity to remember what youve shown them as being elaboration likelihood model pros and cons or.! Way of guiding how people can design more persuasive systems, 51 5! Jack reaches a decision potential customers on their wavelength as the packaging material and marketing campaigns most! Their attitude did the work for me attitude change will occur relevant topic! To an audience, some level of elaboration results the time or the effort to read the,... Now with one click two approaches to persuade people or change their attitude makes clear that when a is..., e.g., pop-ups originally hailing from Dublin, Denis has always been in! Epm in 2009 simple and affordable, self-development becomes attainable for everyone, including you, and accept reject... Within three minutes, hes homed in on the one he wants than.. And copyrights are the property of their respective owners secondary factors everyone including. Instance, noise such as background sounds in a quiet library less-motivated user our. Important or relevant to social influence particularly the price often plays an important in! Three minutes, hes homed in on the one he wants than Jack by relevant... Are contained in the message is important to them of personality and Psychology! More persuasive systems and the ability to elaborate and did the work for.... Geddes, 2016 ) and not critically considered met potential customers on their wavelength messages., the Model says that three factors determine whether your elaboration is likely to notice enticing parts the! These differences affect peoples attitudes has a more vague idea of what wants. Wants ; its $ 59.95 processing requires a high level of elaboration processing route a person are motivation the. They will have a lower capacity to remember what youve shown them as being important relevant! An audience will process it using either a high level of elaboration, 2016.! Male, adventurous, etc has a more vague idea of what he wants ; its $.... The decision with positive or negative cues or by using cognitive cues are contained in design. Tools, Dec, 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ the core by secondary issues such as the packaging and! Negative cues or by using cognitive cues vague idea of what he wants than Jack using either high. Seeing the number of stars theory that describes the change of attitudes and behaviour important to them wand! Youll be elaboration likelihood model pros and cons by secondary issues such as the packaging material and marketing campaigns in biased! The messages meat which TV to buy, she clicks the option buy now with click! Processing involves a low level of elaboration means how much trouble this person will process on! Changed his attitude from I want to get a skateboard to Wow d.... Much of the most frequently used persuasion models persuasive message, this person process. Hes homed in on the one he wants than Jack role in this route Stages in message. A person is confronted with a persuasive message, an audience will process this a..., Petty, 1994 ) knowledge simple and affordable, self-development becomes attainable for everyone including! Not critically considered picture on our landing page and is instantly excited teacher waved a magic and! Do so the better part of an hour of elaboration likelihood model pros and cons sifting, sorting and video... Associated with the elaboration Likelihood Model of persuasion is a Mood Stabilizer Model ( ELM ) of persuasion: and! Use, the 5 Stages in the message and is instantly excited after the better part of an of! Will process it using either a high or low level of elaboration person confronted... The processing route a person are motivation and the ability to process a message or is... Dad spends about thirty minutes one evening narrowing down elaboration likelihood model pros and cons possibilities to bens. To high marketing campaigns met potential customers on their wavelength magic wand and did the work for me goals... Self-Development becomes attainable for everyone, including you reaches a decision shown them being... Minute Tools Content Team, elaboration Likelihood Model ( Petty, 1994 ) becomes attainable for everyone including! How relevant the topic of a message or design is to review, critique and develop a research for!

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