. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. 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. Empathy vs. The following theories are described in our document: Adaptive Structuration Theory. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). Copyright terms and licence: CC BY-SA 3.0. 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). He did not engage the messages where we offered our goods with much cognition. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). As stated by Festringer (1950), people naturally want to have correct attitudes. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Particularly the price often plays an important role in this route. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. It's important for writers to be able to persuade their readers. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. 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. The hierarchy of effects is based on behavioral psychology. Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Persuasion is very much associated with our daily life. Skateboarders looking for new boards will scrutinize the designs offered options. 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. Some psychologists list opportunity under ability. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. or through our 2007. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Petty, R. E., & Cacioppo, J. T. (1986). They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. 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. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . What factors affect elaboration? It concludes with an Elaboration Likelihood Model example. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. This means that persuasion isnt force. Janse, B. 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. 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. View 1 excerpt, cites background. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. According to the model, this is possible in two ways. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. In 9 chapters, well cover: conducting user interviews, If you elaborate on something, then it means you are really thinking about it. More so than Marta. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. ELM was developed in the 1970s by psychologists from Chicago University. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. This is how they can already fill in the information for user friendliness. These changed his attitude from I want to get a skateboard to Wow! 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. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. 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. One major factor is whether the issue is personally relevant to us. Each and every []. Patrick Clancey explores the pros and cons and lays out an alternative. Specifically, we have two considerations to bear in mind: motivation and ability. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. The latter, less motivated, are more likely to notice enticing parts than the messages meat. More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . In this case, the audience investigate the messages content, rather than just reading through it. 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. The Art of Persuasion is a fundamental skill that helps you attract others to your message. Check our frequentlyaskedquestions. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. However, these are weaker than those positive notions that central route processing forms. Ben arrives on our site. 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. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Amazon puts in every effort concerning design and presentation. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. One of them is whether an issue is personally relevant. Given modern communication contexts, it is appropriate to question the model's validity and . 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. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. What about text? if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. As you can see, if elaboration is high, then you will process the decision through your central route. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. Central route processing happens when elaboration is higher. Marta then sees the options and selects the television with the highest rating for the best price. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. When elaboration levels are low, the individual is using the peripheral route. Imagine that two individuals, Daniela and Marta, need a new television. 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. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Essentially, the central route involves using critical thinking and trying to make the best decision possible. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Intrigued and enticed, hes liking our simple, easy-to-use design. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. This depends on the personal motivation, opportunity, or ability that influence the message. 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. This is because they are highly motivated and know whats important to them. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. The former will digest such data as reviews and technical specs before arriving at an informed decision. Design elements, specifications, and other motivations arent exclusive to a certain route. This is where our strong visual hierarchy starts helping the user on his journey. This group of users looks more to the appealing secondary factors of a design. In contrast to relatively objective processing is processing in a relatively biased manner. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. What do you think? However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. 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. When elaboration levels are high, the individual is using the central route. In peripheral route processing, the target audience doesnt care about the message. Is it possible to use both processing routes? 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. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. 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. 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