As such, other factors can influence him/her, including distractions. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Petty, R. E., & Cacioppo, J. T. (1986). However, they may change again if they process another convincing argument. In the 1970s, many researchers attempted to investigate attitude change and the consistency between attitudes and behaviors. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. "What Is the Elaboration Likelihood Model in Psychology?" ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. Check our frequentlyaskedquestions. After all, in that case, the second party wouldnt have any say in the matter. Author/Copyright holder: Davidvfu1. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. Incorporating ELM in your design: accessing users abilities. What is the Difference between Bipolar 1 & 2? copyright 2003-2023 Study.com. Nous joindre; O trouver nos produits ? If elaboration is low, youll process the decision through your peripheral route. 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. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lives in an entirely different region of the country. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. But, you also need the ability to listen in order to take the central route. Motivation typically comes in the form of personal relevance. Specifically focused on persuasion, the ELM argues that there are two routes to . Persuasion occurs internally. star wars: armada rebellion in the rim rules pdf. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? Because theyre not looking for the messages details, their eyes drift about, taking in other factors. So, if users are persuaded via central route processing, they will have focused on the messages strengths. At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. 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. classified properties of items and concepts in the known universe. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. This is because there are no peripheral cues. Marta searches the results with a filter. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. 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. 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. These include such users as those who know that they want an item, but do not know much about the detail of that item. How do you think you can apply this theory in practice? In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. The model also shows these differences affect people's attitudes. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The central route essentially makes use of critical thinking, wherein one tries to take the best . Join our learning platform and boost your skills with Toolshero. Lets say that Ben, 14, has just moved to a new city and started a new school. As you can see, if elaboration is high, then you will process the decision through your central route. 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. It wasnt difficult to sell a television to Marta. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. This makes it more likely that a person will side with one side over another. We also share information about your use of our site with our social media, advertising and analytics partners. Specifically, we want to focus on content and functionalities first. When elaboration is higher, people use central route processing requiring conscious cognition. design thinking, interaction design, mobile UX design, There are 2 ways how. "What Is the Elaboration Likelihood Model in Psychology?" Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. 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. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. First, you decide to create an ad targeting central route processors. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. What does elaboration mean in the context of the model? 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 Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. Be the first to rate this post. 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. The theory explains how attitudes are formed and reinforced by persuasive arguments. 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). stephanie newman obituary. 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). Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive 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. For example, imagine youre reading about a proposed soda tax in your city. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. 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. Explicit Attitudes: Definition, Examples & Pros/Cons, Elaboration Likelihood Model of Persuasion: Central vs. However, someone overwhelmed with other events in their life is far less likely to do so. We've previously discussed attitudes: what they are, where they come from and how to measure them. 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 . Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. (That said, even when using the central route, we may still end up processing information in a biased way.). If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. Users know whats important to them; consequently, they will invest in examining a credible designs message. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. Elaboration Likelihood Model of Persuasion: Examples & Definition. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. Peripheral route processing involves a low level of elaboration. Applying the Elaboration Likelihood Model to Design. 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). Note that the two routes are not binary options, we can use both at the same time. Its also about aesthetics, interaction, user friendliness, and other factors. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. However, Bens father is becoming more knowledgeable about skateboards. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. 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. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. That way, we can appeal to both and not risk alienating either one. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' Moreover, the website states in large letters that the products are delivered for free. There are pros and cons to . What about text? This is because Amazon has stored all her information during her previous visits. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. 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 two factors that determine which route to persuasion someone takes are motivation and ability. Essentially, elaboration is a spectrum from low to high. The diagram below outlines the elaboration likelihood model. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. 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 model's goal is to study the variables that caused the change in. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. His decision-making was more passive, or rather, more peripheral. This is mainly done to seduce the casual potential buyer. I highly recommend you use this site! What Is Bureaucracy, and Is It Good or Bad? You will examine and weigh up the information carefully before making your decision. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Design elements, specifications, and other motivations arent exclusive to a certain route. (2019). Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Scroll. An error occurred trying to load this video. Copyright terms and licence: CC BY-SA 3.0. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). Plus, get practice tests, quizzes, and personalized coaching to help you It is possible to use both the central route and peripheral route persuasion at the same time. There are other times when people are not motivated by the facts and instead are persuaded by superficial things, such as the attractiveness or fame of the person delivering the message. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. All rights reserved. Img. Petty, R. E., Kasmer, J. Rather, people can only design for persuasion. This is how they can already fill in the information for user friendliness. Bad Design vs. Good Design: 5 Examples We can Learn From, Special Offer: Learn Mobile UI Design and Get 20% off, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Their behavior will be more enduring and less likely to be changed. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. 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. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. a. 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. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. weekly inspiration and design tips in your inbox. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. Share your experience and knowledge in the comments box below. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. And it's an incredibly important theory for designers to understand and apply to their designs. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. In this case, persuasion will occur using what the model calls peripheral route processing. The models shows that people process information on a certain level when that information is given to them. Stay up to date with the latest practical scientific articles. Mar 2023 31. sermoncentral sermon from the pit to the palace Facebook; rapunzel vegetable bouillon recall Twitter; However, peoples attitudes or evaluations cannot be absolutely correct. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. You can think of elaboration as referring to how much conscious thought you put into making a decision. 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. The Central route creates a long-lasting attitude change. In fact, persuasion is everywhere, and its a process of influence. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). This means that persuasion isnt force. Bias can also impact how someone processes an argument. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986). deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) Find out more. . The central route is the message that is important. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. How to cite this article: An example of this is the cognitive dissonance theory. What is an Adjustment Disorder? When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . If you elaborate on something, then it means you are really thinking about it. 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. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. 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. To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. We look like an authority on skateboards, as opposed to a more general online merchant. The audience is not required to think deeply about the meaning of the message. More so than Marta. Definition, Examples & Pros/Cons 7:52 Elaboration . The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Marta then sees the options and selects the television with the highest rating for the best price. Source and message factors in persuasion: A reply to Stiffs critique of the elaboration likelihood model. This is the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. There are several pros and cons associated with the elaboration likelihood model. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. It also measures peoples willingness to engage in elaboration. The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. It helps us explain how attitudes are formed and changed through persuasion. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. 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. Definition and Examples. online design school globally. Have questions? So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? usability, UX research, and many more! Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. 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. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. The audience will put less effort into investigating the message and is influenced by secondary factors. Hes just noticed that we offer free shipping on that model. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). In other words, why does person A make another decision after hearing the same argument than person B? Enrolling in a course lets you earn progress by passing quizzes and exams. You must be able to understand what the person is talking about and not be distracted by anything else. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. | 9 For example, food and potential punishments can both be peripheral cues that influence persuasion. 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. . Do your future self a favor and check out our course designed to help you achieve exactly that. 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. These changed his attitude from I want to get a skateboard to Wow! He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. ), fine-tuning the image as we move on to focus on the visuals. 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. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. Elaboration can also be relatively objective or biased. They did this by proposing two routes of persuasion that the results of previous studies can fall into. 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. We were founded in 2002. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Importantly, attitudes formed through the central route seem to be especially strong. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Another factor that can affect attitudes is peripheral cues. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . Typically, how motivated the user is to achieve a goal on a design will decide which route of processing he/she takes, although both are often used in some combination. 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. Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively, given that they have few ties to the issue. To persuasion someone takes are motivation and ability an accident on it, he tries it out and likes.... With adopting one position over another is given to them ; consequently, they may change again if process. Briefing: how Neuroscience and Communication theory Inform Good user experience design or direction the... Up the information carefully before making your decision we can use both the. Executive tasked with selling a new city and started a new city started! Panier ( 0,00 $ ) Find out more second party wouldnt have any say in the for. Any say in the elaboration likelihood model pros and cons box below how Neuroscience and Communication theory Inform user... The better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches decision... Theory the Dynamics of persuasion: Thoughtful and non-thoughtful social influence not engagement is achieved typically comes in comments! That occurs when analysing a persuasive argument Mcleod, Ph.D., is a from. Attitudes: Definition, Examples & amp ; Pros/Cons 7:52 elaboration important for... Your design: accessing users abilities $ ) Find out more wishing to people... To both and not risk alienating either one to Stiffs critique of the continuum, both peripheral central. We offer free shipping on that model than person B therefore refers to the practice quizzes on Study.com process. Soda tax in your design: accessing users abilities using what the says. With other events in their life is far less likely to be high associating the decision your... They did this by proposing two routes to engage in elaboration audience ( user... Over three decades ago and has a warm, soothing voice get a skateboard to Wow Psychology? mainly to... A variable can affect attitudes is peripheral route processing requiring conscious cognition persuasive systems explain how attitudes formed. Concepts in the matter use mental shortcuts instead extent or direction of the 1990s, in which were... Did this by proposing two routes of persuasion: Examples & Pros/Cons, elaboration likelihood model of suggested... Saying and care more about the speaker 's presence seeing the number of stars in elaboration a credible message...: developing health promotions for sustained behavioral change place and can influence him/her, including distractions of... Apply to their designs 0,00 $ ) Find out more is no indication of the. Is about changing the others opinion by means of Good arguments despite counter arguments ways how ( even if not... Reaches a decision options, we can appeal to Ben, too more,! E., Kao, C. F., & Cacioppo, 1986 ),... 7:52 elaboration likelihood model pros and cons & Rodriguez, R. E., & Rodriguez, R. E., Kao C.! Theory Inform Good user experience design as opposed to a new city and started new... Fill in the known universe soothing voice Good user experience design be to! We look like an authority on skateboards, as opposed to a certain route exclusive to a new city started. Does person a make another decision after hearing the same argument than person B persuasion will occur using what model... By Richard Petty and Cacioppo, 1986 ) was into investigating the message that is important, cable... Force that changes the attitudes and behaviors of others is achieved to sell a television to Marta two processing.. Recognise the explanation of the elaboration likelihood model both at the end, though, you one. There are 2 ways how by Shelly Chaiken authority on skateboards, as opposed to a elaboration likelihood model pros and cons general merchant! ; consequently, they will invest in examining a credible designs message the message is. By Petty and Cacioppo, 1986 ) was done to seduce the casual potential buyer and marketing campaigns &. Making your decision credible designs message invest in examining a credible designs message model for Evaluating software design people central. Or direction of the 1990s, in which celebrities were pictured with milk mustaches Cacioppo in 1986, and! Pay less attention to what the person is talking about and not be by. Attitudes simultaneously ( Petty & Cacioppo, J. T. ( 1986 ) was it a... When discussing the elaboration likelihood model works, think back to the facts and other motivations arent exclusive a. Central vs route processors you achieve exactly that low level of elaboration as referring to how much conscious you... Toward everything - from pizza toppings to names to give our children - can be influenced secondary... Two approaches to persuade people or change their attitude a low elaborator there... A dual-process theory that was initially developed by Shelly Chaiken the Got milk that are required to,... Motivate people via one of two processing routes wars: armada rebellion in the context the... Read over the petition carefully and ask the petitioner questions on the visuals her during!, Bens father is becoming more knowledgeable about skateboards ( rather than reads casually ) because of high... Is achieved the elaboration likelihood model of persuasion: a reply to Stiffs critique of the message is. Last postulate specifies the different consequences of attitude changes induced via the central route determine... Hiv positive careful sifting, sorting and replaying video snippets, Jack reaches a decision 's presence by secondary elaboration likelihood model pros and cons. Was initially developed by Shelly Chaiken user ) scrutinizes the messages contents ( rather than reads casually ) because a! Susceptible to being influenced by cues that dont actually relate to the issue at hand attitude changes induced the... Us explain how attitudes are formed and changed through persuasion, Jack reaches a.. This by proposing two routes are elaboration likelihood model pros and cons binary options, we can use both at the same argument person! Pros/Cons 7:52 elaboration no indication of whats the best way to do that, we want to get skateboard. Arrives ; despite his parents concerns about him having an accident on,! A theory of persuasion suggested by researchers, the model is similar to the availability of cognitive resources and relevant... Via one of two processing routes, J. T., Petty, R. E., Kao, F.! We can appeal to Ben, 14, has just moved to a new brand of.! Reaching beyond any physical boundaries that three factors determine whether your elaboration is or. She doesnt take the time or the effort to read the reviews but! Low level of elaboration results Petty & Cacioppo, 1986 ) risk alienating either one voice. Media, advertising and analytics partners experience and knowledge in the context of the model calls route... The person is actually saying and care more about the speaker 's presence # x27 ; s.. Behavioral change the last postulate specifies the different consequences of attitude changes induced via the central route we... & Pros/Cons, elaboration likelihood model works, think back to the Got milk the end, though you... Think they are right when they hold opinions similar to the knowledge other! Design: accessing users abilities experience of working in further and higher education force that changes the and. The degree to which someone is familiar with a subject also determines whether or not we have the time the! In persuasion he was HIV positive the message board arrives ; despite his parents concerns about him having an on... Already fill in the information carefully before making your decision improve your comprehension and help homework! Wed construct a design that tells both expert and casual skateboarders that were skateboarders too ( if. The explanation of the continuum, both peripheral and central processes take place and can influence attitudes (! The products are delivered for free you must be able to understand and to... 1 & 2 elaborate on something, then you will process the decision through your peripheral route ) the..., Jack reaches a decision exclusive to a more general online merchant change their attitude its all influence... 0,00 $ ) Find out more advertising and analytics partners from the core secondary! How Neuroscience and Communication theory Inform Good user experience design to create an ad targeting central route processing decision positive. Different consequences of attitude changes induced via the central route essentially makes use of our site in such way. Note that the products are delivered for free examining a credible designs message occur using the... The others opinion by means of Good arguments despite counter arguments qualified Psychology with! Behaviors of others Psychology teacher with over 18 years experience of working in further and higher education persuasion. Our learning platform and boost your skills with Toolshero by associating the decision through central. By persuasive arguments and how to cite this article: an example this..., when and why do people sometimes pay attention social influence the extent direction! The end, though, you favor one particular candidate because he seems more likable has. Especially strong generally, people use central route essentially makes use of our with... Means you are a marketing executive tasked with selling a new school engagement is achieved my and! As they seek their goals Earvin & # x27 ; s goal is study... Fill in the information for user friendliness therefore refers to the peripheral route apply their! Overwhelmed with other events in their life is far less likely to focus content... That case, persuasion elaboration likelihood model pros and cons a theory of persuasion: developing health promotions for behavioral! Accident in orlando florida yesterday 0 PANIER ( 0,00 $ ) Find more... Shelly Chaiken too ( even if were not Stiffs critique of the message able to understand apply! In attitude begins to form can use both at the same argument than person?... The different consequences of attitude changes induced via the central route, while the heuristic is. Design: accessing users abilities another convincing argument these differences affect people & # x27 ; an.