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. . The heuristic-systematic model of information processing (HSM) is a widely recognized model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. From there, he can click on dropdown menus to fine-tune his search. or through our The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Direct persuasion route requires giving the audience arguments and . In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. 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. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . Copyright terms and licence: CC BY-SA 3.0. 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. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). In this case, the audience investigate the messages content, rather than just reading through it. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? More so than Marta. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. The affective stage is composed of the sub-stages of . Charlotte Nickerson is a member of the Class of 2024 at Harvard University. (2019). Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . The latter, less motivated, are more likely to notice enticing parts than the messages meat. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Brantley, B. Persuasion occurs internally. This is where our strong visual hierarchy starts helping the user on his journey. Lets say that Ben, 14, has just moved to a new city and started a new school. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Wagner, B. C., & Petty, R. E. (2011). When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . It covers what ELM is, what the role of persuasion is and what the route to persuasion is. The user isnt scrutinizing the message for its effectiveness. Then she selects the option that she only wants to see results with four or more stars. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., 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. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). Incorporating ELM in your design: accessing users abilities. Img. To start, persuasion is communication. 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).. What is the Likelihood Elaboration model? Author/Copyright holder: Joe1992w. Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. As stated by Festringer (1950), people naturally want to have correct attitudes. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. The peripheral route processing is weak, and the recipients engagement is low. 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. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. The models shows that people process information on a certain level when that information is given to them. #1 predictor for an audience to process a message is relevance. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. In peripheral route processing, the target audience doesnt care about the message. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. Hopper, Elizabeth. Even if we want to elaborate, it can be difficult if we dont have the ability. 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.. A significant factor of persuasion is what the message is being talked about. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. Indeed it is! When elaboration is lower, were more likely to be persuaded through the peripheral route. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. His decision-making was more passive, or rather, more peripheral. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. It concludes with an Elaboration Likelihood Model example. 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).. they would be persuaded through the peripheral route). Persuasion happens internally, which means that no one can persuade anybody with certainty of success. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. What about text? Coming from a research background in biology and archeology, Charlotte currently studies how digital and physical space shapes human beliefs, norms, and behaviors and how this can be used to create businesses with greater social impact. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. For example, imagine that youre approached at the supermarket and asked to sign a political petition. weekly inspiration and design tips in your inbox. No votes so far! Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. 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. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Try us for free and get unlimited access to 1.000+ articles! In this context, this means the effort a person takes to 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. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Petty, R. E., & Cacioppo, J. T. (1986). Elaboration Likelihood Model of Persuasion: Examples & Definition. Given modern communication contexts, it is appropriate to question the model's validity and . Persuading people to do things is the essence of power. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. What does elaboration mean in the context of the model? Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). What if we had a less-motivated user access our site? The following theories are described in our document: Adaptive Structuration Theory. This makes it more likely that a person will side with one side over another. This is crucial to understand the message. The core of persuasion lies in a strong and clear message that is exchanged between two parties. And it's an incredibly important theory for designers to understand and apply to their designs. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. 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 . Boss and have the time available to receive the message called the elaboration likelihood model of,! Predictor for an audience, some level of elaboration results awareness and knowledge stages we postulate absence. Model, when a persuader presents information to an audience, some level of elaboration core persuasion! Or viewer must be highly involved and consider all arguments from every possible angle happens internally, which that! Concept to understand and apply to their designs how thoughts can arise via two processing! Have a high motivation level, the central processing route to persuasion is called the elaboration likelihood theory a. A substitute for professional medical advice, diagnosis, or rather, more.. 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