BSc (Hons) Psychology, MRes, PhD, University of Manchester. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. For example, imagine that youre approached at the supermarket and asked to sign a political petition. When elaboration is higher, people use central route processing requiring conscious cognition. Positive or negative cues youve picked up. Central route processing involves a high level of elaboration. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. 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. But, as the elaboration likelihood increases, central route . We would need to create a landing page that met potential customers on their wavelength. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. All other trademarks and copyrights are the property of their respective owners. The peripheral route processing is weak, and the recipients engagement is low. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. We've previously discussed attitudes: what they are, where they come from and how to measure them. However, peoples attitudes or evaluations cannot be absolutely correct. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). Meanwhile, if someones 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. Amazon puts in every effort concerning design and presentation. Your attitude toward the candidate has changed even though you were not paying attention to what he was saying - his demeanor and voice were peripheral cues that you (likely unconsciously) used as a mental shortcut to determine his likability. Low elaboration, or peripheral route processing, means the opposite. The model gives you a framework by which you can assess how best to persuade someone. (That said, even when using the central route, we may still end up processing information in a biased way.). You can think of elaboration as referring to how much conscious thought you put into making a decision. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. The core of persuasion lies in a strong and clear message that is exchanged between two parties. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. He filters through to see only the boards we have available from these two companies. 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. 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). There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. For example, imagine youre reading about a proposed soda tax in your city. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. 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. It demands a thoughtful consideration of arguments that are contained in the message. The diagram below outlines the elaboration likelihood model. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. The theory explains how attitudes are formed and reinforced by persuasive arguments. To start, persuasion is communication. He finds the large picture on our landing page and is instantly excited. 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). 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. Incorporating ELM in your design: accessing users abilities. 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). 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. However, someone overwhelmed with other events in their life is far less likely to do so. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. I highly recommend you use this site! The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. An error occurred trying to load this video. Essentially, the central route involves using critical thinking and trying to make the best decision possible. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. 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 . Copyright terms and licence: CC BY-SA 3.0. This is because there are no peripheral cues. According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. lessons in math, English, science, history, and more. This is because they are highly motivated and know whats important to them. But, you also need the ability to listen in order to take the central route. However, these are weaker than those positive notions that central route processing forms. Scroll. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. 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. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. I feel like its a lifeline. The model was introduced by Petty and Cacioppo. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Elaboration can also be relatively objective or biased. 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. Enrolling in a course lets you earn progress by passing quizzes and exams. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Within three minutes, hes homed in on the one he wants; its $59.95. In Communication and persuasion (pp. However, they may change again if they process another convincing argument. On a budget, how can he say no to that? More so than Marta. With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. Definition, Examples & Pros/Cons 7:52 Elaboration . Copyright terms and licence: All rights reserved. helfare clothing matt jones The user isnt scrutinizing the message for its effectiveness. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. 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. It is possible to use both the central route and peripheral route persuasion at the same time. 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. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. One of them is whether an issue is personally relevant. No votes so far! design thinking, interaction design, mobile UX design, 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). Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someones physical or psychological well-being. If elaboration is low, youll process the decision through your peripheral route. 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. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. Copyright terms and licence: CC BY-SA 3.0. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. Bias can also impact how someone processes an argument. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. The latter, less motivated, are more likely to notice enticing parts than the messages meat. This is because it relates to time and place and how much time a person has to make a decision. . Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. Order to take the central route and peripheral route persuasion at the same time at... More likely to notice enticing parts than the messages meat result of.! Trouble this person takes to process, evaluate, remember, and other means that contained. 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