Low elaboration, or peripheral route processing, means the opposite. As a result, the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986). 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. by. There are 2 ways how. The central route essentially makes use of critical thinking, wherein one tries to take the best . Lets say that Ben, 14, has just moved to a new city and started a new school. deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) What do you believe are factors that affect the way people are influenced? The objectivity of elaboration depends on several factors. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Join 313,449 This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Daniela is very interested in technical gadgets and a regular customer of Amazon. Copyright terms and licence: CC BY-SA 3.0. We also share information about your use of our site with our social media, advertising and analytics partners. Journal of personality and social psychology, 51(5), 1032. (2019). Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. 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. Incorporating ELM in your design: accessing users abilities. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. We are sorry that this post was not useful for you! However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. Source and message factors in persuasion: A reply to Stiffs critique of the elaboration likelihood model. 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. 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. Moreover, the website states in large letters that the products are delivered for free. 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). Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. We look like an authority on skateboards, as opposed to a more general online merchant. . Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. Thats the life for me. 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). When elaboration is higher, people use central route processing requiring conscious cognition. A List Apart. If elaboration is low, youll process the decision through your peripheral route. star wars: armada rebellion in the rim rules pdf. 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. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. Amazon wants to persuade both people to purchase their new TV via their website. Definition, Examples & Pros/Cons 7:52 Elaboration . 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. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. According to the model, this is possible in two ways. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. This is where the Elaboration Likelihood Model (ELM) comes in. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. 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. The elaboration likelihood model was created by psychologists Richard E. Petty and John T. Cacioppo in the early 1980s. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. First, you decide to create an ad targeting central route processors. However, Bens father is becoming more knowledgeable about skateboards. Copyright terms and licence: All rights reserved. We would need to create a landing page that met potential customers on their wavelength. 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. If the central route processing is positive, Marta will probably buy from Amazon again in the future. 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 . Specifically focused on persuasion, the ELM argues that there are two routes to . Persuasion occurs internally. 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. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. The former will digest such data as reviews and technical specs before arriving at an informed decision. Central route processing requires your conscious thought and critical thinking. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Yes, he wants to get some safety gear for Ben, just the basics. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. What does elaboration mean in the context of the model? Hero Image: Author/Copyright holder: Alistapart. 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 . 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. Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. 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. When they do, it is often in response to social influence. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. weekly inspiration and design tips in your inbox. 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. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. The latter, less motivated, are more likely to notice enticing parts than the messages meat. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. 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. Particularly the price often plays an important role in this route. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. Specifically, we want to focus on content and functionalities first. Issues that will affect someone more immediately, issues that someone already has a large amount of preexisting knowledge about, and issues that relate to a core feature of someones identity can also result in higher amounts of elaboration.

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