Or when he acts in violation of his own convictions. Communication, and therefore persuasion, occurs frequently in daily situations. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. 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. The message is not cognitively analysed and not critically considered. Hopper, Elizabeth. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. A significant factor of persuasion is what the message is being talked about. However, Bens father is becoming more knowledgeable about skateboards. ), fine-tuning the image as we move on to focus on the visuals. 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. For example, imagine that youre approached at the supermarket and asked to sign a political petition. Design elements, specifications, and other motivations arent exclusive to a certain route. 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. One of them is whether an issue is personally relevant. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. Persuasion often has a negative reputation. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. such as listing the pros and cons to make an important life decision. When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. 2007. 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. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . Examples of this are the sources credibility, presentation, humour, or food. Petty, R. E., & Cacioppo, J. T. (1986). To start, persuasion is communication. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. 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. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's 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. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. The former is called central route processing and takes a greater effort of cognition. 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. 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. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. design thinking, interaction design, mobile UX design, So, given the nature of skateboarders co-culture (young, male, adventurous, etc. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes., Another factor that can affect attitudes is peripheral cues. The user isnt scrutinizing the message for its effectiveness. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. When elaboration is higher, were more likely to be persuaded through the central route. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. 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. Essentially, the central route involves using critical thinking and trying to make the best decision possible. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. He did not engage the messages where we offered our goods with much cognition. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Marta searches the results with a filter. Copyright terms and licence: All rights reserved. Each and every []. But, as the elaboration likelihood increases, central route . You can think of elaboration as referring to how much conscious thought you put into making a decision. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. 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. These limitations are presented and . . they would be persuaded through the peripheral route). Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Central and peripheral routes to persuasion: An individual difference perspective. 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 . When elaboration is lower, were more likely to be persuaded through the peripheral route. Depending on the extent of elaboration, different processes can mediate . In fact, persuasion is everywhere, and its a process of influence. Within three minutes, hes homed in on the one he wants; its $59.95. Again, this depends on a number of factors, such as personal investment in an issue. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. 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. His decision-making was more passive, or rather, more peripheral. Peripheral route to persuasion . Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. small french chateau house plans; comment appelle t on le chef de la synagogue; felony court sentencing mansfield ohio; accident on 95 south today virginia 12. Do you have any tips or additional comments? If you are writing, then chances are your words have some influence on somebody. . This is because Amazon has stored all her information during her previous visits. The audience will put less effort into investigating the message and is influenced by secondary factors. It's important for writers to be able to persuade their readers. What does elaboration mean in the context of the model? 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. Sympathy: What Is the Difference? The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. This creates a short-lived attitude change. Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Intrigued and enticed, hes liking our simple, easy-to-use design. Yes, he wants to get some safety gear for Ben, just the basics. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). Examples & Pros/Cons 7:52 Elaboration . Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. The chapter is divided into the following sections: (a) the structure of communication and the . However, the level of elaboration a . This is because they are highly motivated and know whats important to them. The central route it is the message that is important. There are several major factors that affect elaboration. Attribution Theory. The model gives you a framework by which you can assess how best to persuade someone. It concludes with an Elaboration Likelihood Model example. Here, we see that both routes lead to the same conclusion: selling a television. However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. When elaboration is higher, people use central route processing requiring conscious cognition. This is because there are no peripheral cues. The diagram below outlines the elaboration likelihood model. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. 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. 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. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. online contact form. This expression contains the unknown parameters. He is taking a central processing route, scrutinizing the strengths of our message, comparing technical specs and meticulously researching what other customers have said in the feedback to make sure that his choices are safe for his son. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, 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. 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