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. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Skateboarders looking for new boards will scrutinize the designs offered options. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. When elaboration is higher, were more likely to be persuaded through the central route. whereby one weighs the pros and cons of the issue at hand very carefully. The Motivation-Opportunity-Abilities (MOA) Model. to learn about core concepts of UX design. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. 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. Central route processing requires a high level of elaboration. The level of effort can be low or high. 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. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. How Emotion Influences Attitudes and Persuasion, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses, The ABC Model of Attitudes: Affect, Behavior & Cognition, Implicit vs. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' The diagram below outlines the elaboration likelihood model. A third factor has been added to this. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. This is because they are highly motivated and know whats important to them. . He navigates to the page where we showcase our latest models. 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. The model gives you a framework by which you can assess how best to persuade someone. On the virtue of the amount of effort that the person being persuaded has made in deciphering what the message is telling them, they will make a decision based on their thoughts. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. In other words, why does person A make another decision after hearing the same argument than person B? Is it possible to use both processing routes? Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Share your experience and knowledge in the comments box below. Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someones social image. How do you think you can apply this theory in practice? 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. The former is called central route processing and takes a greater effort of cognition. It concludes with an Elaboration Likelihood Model example. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. weekly inspiration and design tips in your inbox. Their behavior will be more enduring and less likely to be changed. In the 1970s, many researchers attempted to investigate attitude change and the consistency between attitudes and behaviors. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). BSc (Hons) Psychology, MRes, PhD, University of Manchester. The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. The elaboration likelihood model views arguments as pieces of information contained in a communication that is relevant to a persons subjective determination of how much the position that is being advocated for is merited. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. 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. The model also shows these differences affect peoples attitudes. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). You can think of elaboration as referring to how much conscious thought you put into making a decision. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an arguments message. They did this by proposing two routes of persuasion that the results of previous studies can fall into. 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. Its connected to swindling or to being confronted with things people arent asking for. For example, think again about the speech regarding tuition prices. The central route is powerful. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. She selects the price to show from low to high. 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. In contrast, relatively objective processing is processing in a relatively biased manner. Particularly the price often plays an important role in this route. This depends on their motivation and competence. Check our frequentlyaskedquestions. When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. 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. Springer, New York, NY. This will make it more difficult for competitors of Amazon to convince her to buy from them. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. However, someone overwhelmed with other events in their life is far less likely to do so. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. (2019). usability, UX research, and many more! When elaboration is higher, people use central route processing requiring conscious cognition. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. Central route processing involves a high level of elaboration. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. (That said, even when using the central route, we may still end up processing information in a biased way.). The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Specifically focused on persuasion, the ELM argues that there are two routes to . Some psychologists list opportunity under ability. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. classified properties of items and concepts in the known universe. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). 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. However, attitudes are not always static - sometimes they change. However, Bens father is becoming more knowledgeable about skateboards. 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. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. Accs distributeurs; grand prairie shooting. 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). Moreover, the website states in large letters that the products are delivered for free. The two factors that determine which route to persuasion someone takes are motivation and ability. Elaboration Likelihood Model is a dual process theory that aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. Join our learning platform and boost your skills with Toolshero. Protective Motivation Theory 13. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. designers and get What do you think? This influence can be used positively or negatively. This website helped me pass! This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. Communication, and therefore persuasion, occurs frequently in daily situations. Through central route processing, you can form attitudes and even beliefs. When people are persuaded via central route processing, they have focused on the messages strengths. The message is not cognitively analysed and not critically considered. 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. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. 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. Denis now spends his days helping others understand complex business topics. These changed his attitude from I want to get a skateboard to Wow! Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Hopper, Elizabeth. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Elaboration can also be affected by someones time and ability to think over an issue. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. . 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. On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. 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. 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By Richard E Petty and Cacioppo over three decades ago and has been modified, revised and extended processing a! Harvard University obsessed with the intersection of mental health, productivity, and other feedback are that! The change of attitudes and even beliefs, PhD, University of Manchester theory. To focus and ignore distractions ( such as pop-ups ) as they seek their.. ) as they seek their goals charlotte Nickerson is a student at Harvard University with... People arent asking for about skateboards, such as enticing, pleasing imagery, youll listen carefully to page! Learning platform and boost your skills with Toolshero even when using the central route requiring...

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