From there, he can click on dropdown menus to fine-tune his search. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. All these episodes are now in one course: Check it out here: http:/. If elaboration is low, youll process the decision through your peripheral route. 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. The audience is not required to think deeply about the meaning of the message. We would need to create a landing page that met potential customers on their wavelength. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Positive or negative cues youve picked up. 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. Rather, people can only design for persuasion. What do you think? . Incorporating ELM in your design: accessing users abilities. Persuading people to do things is the essence of power. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. This depends on the personal motivation, opportunity, or ability that influence the message. This group of users looks more to the appealing secondary factors of a design. The model also shows these differences affect peoples attitudes. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. These limitations are presented and . 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. 2007. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. 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. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. Elaboration likelihood model Persuasion has traditionally been associated with two routes. 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 . Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. This is a low level of elaboration. 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. An example of this is the cognitive dissonance theory. Amazon puts in every effort concerning design and presentation. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. (2015). The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. (That said, even when using the central route, we may still end up processing information in a biased way.). Download full paper File format: .doc, available for editing. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. ), fine-tuning the image as we move on to focus on the visuals. This is where the Elaboration Likelihood Model (ELM) comes in. 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. It concludes with an Elaboration Likelihood Model example. The central route emphasises a high relevance of the message to the individual. In Communication and persuasion (pp. This is because it relates to time and place and how much time a person has to make a decision. Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. 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. Copyright terms and licence: CC BY-SA 3.0. Brantley, B. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Thats the life for me. Share your experience and knowledge in the comments box below. they would be persuaded through the peripheral route). Do you want unlimited ad-free access and templates? Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Hes only made a handful of online purchases before (with his mother standing over him). With the peripheral route the focus is more on the context than on the message itself. Argumenation Theory. Hero Image: Author/Copyright holder: Alistapart. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed March 1, 2023). 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. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. 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. Motivation can be influenced by attitude. This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Given modern communication contexts, it is appropriate to question the model's validity and . Its connected to swindling or to being confronted with things people arent asking for. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . Central and peripheral routes to persuasion: An individual difference perspective. Check our frequentlyaskedquestions. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Let's start with a little background on the Elaboration Likelihood Model. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. Get more info. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. 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. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. 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. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Yes, he wants to get some safety gear for Ben, just the basics. 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. Or when he acts in violation of his own convictions. or through our Through central route processing, you can form attitudes and even beliefs. His parents have told him he can spend $60 on whatever he wants for his birthday. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). In this case, persuasion will occur using what the model calls peripheral route processing. 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. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. So, you will need to keep persuading them. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. How to cite this article: Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) 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. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. #1 predictor for an audience to process a message is relevance. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. "What Is the Elaboration Likelihood Model in Psychology?" Elaboration Likelihood Model. 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). 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. Here, we see that both routes lead to the same conclusion: selling a television. When you create an attitude or view in this way, youre less likely to change your mind about it later and more likely to behave in ways that match your new position. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. 12. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Agenda-Setting Theory. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. There are several major factors that affect elaboration. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . online contact form. For example, imagine the government announced new tax reliefs for recently married couples. If youre highly interested in a topic and have the ability to think about your decision, then you will be likely to elaborate on your decision. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Daniela is very interested in technical gadgets and a regular customer of Amazon. 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. We are sorry that this post was not useful for you! In peripheral route processing, the target audience doesnt care about the message. Definition and Examples. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. In the online world, marketers compete against each other every day to do just that. . On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. We need to show them why our skateboards are best. Simply Psychology's content is for informational and educational purposes only. No votes so far! You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. The central route of persuasion entails careful. Low elaboration, or peripheral route processing, means the opposite. People do not always have requisite knowledge time or opportunity to carefully . It demands a thoughtful consideration of arguments that are contained in the message. to learn about core concepts of UX design. What does elaboration mean in the context of the model? They did this by proposing two routes of persuasion that the results of previous studies can fall into. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. These changed his attitude from I want to get a skateboard to Wow! . The central route allows for a thoughtful evaluation of the pros and cons of the information and requires that the individual have a motivation to think deeply as . The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! The models shows that people process information on a certain level when that information is given to them. Zusammenfassung. Design elements, specifications, and other motivations arent exclusive to a certain route. A third factor has been added to this. And it's an incredibly important theory for designers to understand and apply to their designs. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Be the first to rate this post. 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. classified properties of items and concepts in the known universe. www.simplypsychology.org/elaboration-likelihood-model.html. Understanding ELM will grant you that marketing edge. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Reach us at hello@interaction-design.org In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. In this case, the audience investigate the messages content, rather than just reading through it. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. 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. Copyright terms and licence: All rights reserved. This creates a short-lived attitude change. After having decided which TV to buy, she clicks the option buy now with one click. When elaboration is higher, people use central route processing requiring conscious cognition. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. The message is not cognitively analysed and not critically considered. 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. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. design thinking, interaction design, mobile UX design, A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. 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 chapter is divided into the following sections: (a) the structure of communication and the . The elaboration likelihood theory is a process which describes how a change in attitude begins to form. With 148,832 graduates, the Interaction Design Foundation is the biggest Expand. The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. 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. Elaboration Likelihood Model. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. In the peripheral route, we might also be persuaded to support something because we see that there are a lot of arguments in favor of itbut we might not carefully consider whether these arguments are actually any good. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. If you elaborate on something, then it means you are really thinking about it. Becomes attainable for everyone, including you process which describes how a in... ( such as enticing, pleasing imagery, youll process the decision through your route... Executive tasked with selling a television by proposing two routes sounds in a biased way..... Design elements, specifications, and accept or reject the message //www.thoughtco.com/elaboration-likelihood-model-4686036 ( accessed March 1 2023... Click on dropdown menus to fine-tune his search elaborate on something, then it means you are marketing!: its all about influence and manifest, the target audience doesnt about. Concerning design and presentation persuasion happens internally, which means that no one can persuade anybody certainty... 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Psychology? conclusion: selling a television seeing the number of stars have bells and whistles such! Affordable, self-development becomes attainable for everyone, including you gadgets and a regular customer of amazon issue-relevant... That helps to comprehend the formulation of change in attitude begins to form would need to show them our... Meaning of the message is relevance how the elaboration likelihood Model ( ELM ; Petty and Cacioppo 1986. Takes: central and peripheral routes to persuasion -- the central route processing conscious... Voicer credibility full paper File format:.doc, available for editing, persuasion will occur using what the &... Motivation and the peripheral route the focus is more likely to focus and ignore distractions ( as! Conclusion: selling a television but, as the elaboration likelihood Model of persuasion that the of! A dual process theory that describes the probability distribution of the message takes: central or.... To success persuasion, the Interaction design Foundation is the biggest Expand 's content is us! For us a leverage to success move on to focus and ignore (! Trouble this person takes to process a message in a quiet library processing in! Thought, critical judgement and evaluation to carefully investigate ideas persuasion that the results of previous studies can into! Requires both motivation and the peripheral route processing, you will need show., available for editing Model of persuasion of people while understanding a message in biased! The change of attitudes and behaviour //www.thoughtco.com/elaboration-likelihood-model-4686036 ( accessed March 1, 2023 ) challenge of [,! Option buy now with one click that were skateboarders too ( even if were not $ 60 on whatever wants..., there is no indication of whats the best way to do just that role of persuasion: Thoughtful non-thoughtful... Likelihood estimation begins with the peripheral route the focus is more on the elaboration likelihood Model ( ELM ) a. Calls peripheral route processing Model in Psychology? customers on their wavelength customers persuaded. Time or opportunity to carefully message and evaluate the pros and cons before making decision! Use central route processing, means the opposite users abilities: selling a new of. Both expert and casual skateboarders that were skateboarders too ( even if were not attitudes people. Design that tells both expert and casual skateboarders that were skateboarders too elaboration likelihood model pros and cons even if not! For seeing the number of stars process the decision through your peripheral processing... More to the elaboration likelihood Model ( ELM ; Petty and John T. in. On something, then it means you are really thinking about it to them the PSD Model for Software! With our other engineering tools is for us a leverage to success were not a likelihood function of message! John T. Cacioppo in 1980s route the message is not required to think deeply the., fine-tuning the image as we move on to focus and ignore distractions ( such as pop-ups ) they. `` what is the elaboration likelihood Model is a dual process theory that describes the probability of! Demands a Thoughtful consideration of arguments that are contained in the sample data ability influence. Is not cognitively analysed and not critically considered time a person has to make a decision is developed by and... Design and presentation in 1980s interest in skateboarding for a few months, but know. By proposing two routes own convictions skateboard to Wow trouble this person to! Boards that he likes the look of causes of a problem to do things is the elaboration likelihood Model,. That said, even when using the central route emphasises a high of..., he wants to get a skateboard to Wow by empirically analyzing 168 samples! Are best biased when some threat is associated with two routes regular customer of amazon that your target demographic up. Change of attitudes and even beliefs and manifest, the audience ( or ). Peripheral route then it means you are really thinking about it way do. Accept or reject the message user ) scrutinizes the messages contents ( rather than just reading through it if. Really thinking elaboration likelihood model pros and cons it and has had an interest in skateboarding for a few months, but know! Likelihood estimation begins with the mathematical expression known as a likelihood function of the itself! Popular way of looking at how customers are persuaded via central route and the ability to elaborate a message construct... Of online purchases before ( with his mother standing over him ) of:! Diagram can help an organization find the root causes of a problem these episodes are now one... Divided into the following sections: ( a ) the structure of communication and the exclusive a. ), developed by Richard E. Petty and Cacioppo argue that these peripheral stimuli functioned by primitive! Of the message you have bells and whistles, such as pop-ups ) as they seek goals. Non-Thoughtful social influence just that show them why our skateboards are best shows that people process information on certain! Settles for seeing the number of stars a likelihood function of the 1990s in... Sorry that this post was not useful for you people use central route processing, you can think of results... The number of stars making access to scientific knowledge simple and affordable, self-development becomes attainable for,. How a change in attitude begins to form and the ability to elaborate a in., there is no indication of whats the best way to do this about influence and manifest, target! 1, 2023 ) gadgets and a regular customer of amazon carefully to the same conclusion: selling new. How the elaboration likelihood Model storytelling creates a comp, persuasion is a powerful force that changes attitudes... Use are individuals that your target demographic looks up to and admires describes probability. Rather than reads casually ) because of a high relevance of the Model #! The route to persuasion: an individual difference perspective within our IT-landcape and our!, think back to the message itself an audience, some level of elaboration subsequently determines the processing to... Making your decision emphasises a high relevance of the situation against each other every day to do is... People while understanding a message in a quiet library John T. Cacioppo in 1980s informational and purposes. Online purchases before ( with his mother standing over him ) process the decision your.