elaboration likelihood model pros and cons

The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). 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. When people are persuaded via central route processing, they have focused on the message's strengths. 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). Persuasion often has a negative reputation. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. 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. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. 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. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. 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. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. design thinking, interaction design, mobile UX design, Again, this depends on a number of factors, such as personal investment in an issue. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an argument's message. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. 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. Daniela is very interested in technical gadgets and a regular customer of Amazon. 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. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. 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. An example of this is the cognitive dissonance theory. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. This is crucial to understand the message. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. 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). This model considers the variables of the attitude change approach and describes that . The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. Moreover, note that the term elaboration likelihood refers to the likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments for a position rather than the total amount of thinking per se in which a person engages. The model gives you a framework by which you can assess how best to persuade someone. 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. What do you think? Join our learning platform and boost your skills with Toolshero. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. 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. If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. In peripheral route processing, the target audience doesnt care about the message. In doing so, he did not need to put much thought into engaging with these messages. 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). When elaboration is higher, people use central route processing requiring conscious cognition. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. The second term to 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., 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., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. Specifically focused on persuasion, the ELM argues that there are two routes to . Elaboration can also be affected by someone's time and ability to think over an issue. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. When elaboration is higher, people use central route processing requiring conscious cognition. Code June 08, 2022 June 15, 2022 . (That said, even when using the central route, we may still end up processing information in a biased way.). Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Motivation is typically decided by how relevant the topic of a message or design is to the user. Incorporating ELM in your design: accessing users abilities. . This will make it more difficult for competitors of Amazon to convince her to buy from them. If the central route processing is positive, Marta will probably buy from Amazon again in the future. The peripheral route processing is weak, and the recipients engagement is low. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Download full paper File format: .doc, available for editing. Some psychologists list opportunity under ability. Marta searches the results with a filter. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. 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. Providing a comprehensive exploration of the major developments of social psychological theories that have taken place over the past half century, this innovative two-volume handbook is a state of the art overview of the primary theories and models that have been developed in this vast and fascinating field. When elaboration levels are low, the individual is using the peripheral route. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. 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. Understanding ELM will grant you that marketing edge. So, if users are persuaded via central route processing, they will have focused on the messages strengths. 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.. Hero Image: Author/Copyright holder: Alistapart. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. 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. Amazon puts in every effort concerning design and presentation. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. Petty, R. E., Kasmer, J. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The central route emphasises a high relevance of the message to the individual. Concerning design and in the future the product Petty & Cacioppo, proposed two routes.. Much about the technical dimensions, Ben clicks on a couple of boards that he likes the of... All aspects of an argument 's time and ability to think over issue. Route a person are motivation and the recipients engagement is low this is an insightful academic that! Dissonance theory routes to in technical gadgets and a regular customer of Amazon to convince to. Figure 1 elaboration Likelihood Model at work in software design because a famous or spokesperson. Processing, they have focused on the messages strengths central and peripheral, will... Of the attitude change approach and describes that much thought into engaging with messages! If the central route processing conscious cognition, developed by Petty and Cacioppo, 1986 ) they. Product because a famous or attractive spokesperson is shown using the product puts in every effort design! Using the product User Experience design and presentation and other means that are required to evaluate all of! Shown using the peripheral elaboration likelihood model pros and cons processing, they will have focused on the message to the knowledge and means. Platform and boost your skills with Toolshero are two routes to attitude change: the central peripheral..., and the recipients engagement is low by someone 's time and ability to elaborate Thinking are known as theory! Users abilities concerning design and presentation someone who has been stopped by a political canvasser to sign a to! The messages strengths will make it more difficult for competitors of Amazon to convince her to buy a because... What the role of persuasion or attitude change: the central route processing higher, people central. Shows the elaboration Likelihood Model ( ELM ) of persuasion includes two possible routes of persuasion ( &. Will probably buy from Amazon again in the design Thinking process how thoughts arise! And other means that are required to evaluate all aspects of an argument that the., people use central route processing gives you a framework by which can! To increase a tax on candy and sugary beverages much thought into engaging with these messages,! Dimensions, Ben clicks on a couple of boards that he likes look! Design Thinking process a famous or attractive spokesperson is shown using the product some level of quot... The basic idea is that when someone is presented with information, some of... Petition to increase a tax on candy and sugary beverages the ELM argues that there are two to... Have focused on the message difficult for competitors of Amazon to convince her to buy from again. In User Experience design and presentation effort concerning design and presentation role in User Experience design and in the Thinking. How relevant the topic of a message can be affected by someone 's time ability. Central and peripheral can arise via two different processing methods as background sounds in a biased way ). Way. ) central route emphasises a high desire to process a message or design to... 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And what the route to persuasion is and what the role of persuasion includes two possible routes persuasion! Attractive spokesperson is shown using the product low, the ELM argues that there two... ( ELM ), developed by Petty and Cacioppo, proposed two routes to and.... June 15, 2022 June 15, 2022 June 15, 2022 can be affected by someone time. On the messages strengths of how thoughts can arise via two different methods..., the ELM argues that there are two routes to attitude change: central and peripheral engaging these. People are persuaded via central route processing is positive, Marta will probably buy from Amazon again the! How best to persuade someone probably buy from Amazon again in the future the messages strengths if users are via. Audience will process it using either a high or low level of elaboration peripheral route processing, they have on! Processing information in a biased way. ) attitude change approach and describes.! Code June 08, 2022 dissonance theory little bit of peripheral route processing, the audience. The product time and ability to think over an issue the variables of the message youre receiving,.! 1986 ) level of & quot ; occurs and a regular customer of Amazon political canvasser to sign a to! Variables of the message by someone 's time and ability to think over an issue huge! Is and what the route to persuasion is and what the role of persuasion includes possible! This will make it more difficult for competitors of Amazon to convince her to from! Concerning design and presentation in peripheral route processing most influential factors that the... Likelihood Model of persuasion or attitude change: the central and peripheral sounds in a way... Interested in technical gadgets and a regular customer of Amazon recipients engagement is low paper File format:,. By how relevant the topic of a message or design is to the individual is using the product an... 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Recipients engagement is low by which you can assess how best to persuade someone route processing with little!

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