When the Art of Persuasion is applied through the ELM, the significant change is the route on how somebody is persuaded with a specific message. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. How do you think you can apply this theory in practice? These include such users as those who know that they want an item, but do not know much about the detail of that item. For example, imagine youre reading about a proposed soda tax in your city. 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 models shows that people process information on a certain level when that information is given to them. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. 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. And it's an incredibly important theory for designers to understand and apply to their designs. Summary. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. In the online world, marketers compete against each other every day to do just that. Expand. 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. One major factor is whether the issue is personally relevant to us. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. 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. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Examples of this are the sources credibility, presentation, humour, or food. 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 . Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. The model also shows these differences affect peoples attitudes. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Specifically, we have two considerations to bear in mind: motivation and ability. design thinking, interaction design, mobile UX design, It follows, therefore, that the profile rather than the total number of cognitive . For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. What if we had a less-motivated user access our site? Daniela is very interested in technical gadgets and a regular customer of Amazon. Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, 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. The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. Sympathy: What Is the Difference? The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. 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).. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. . . Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. 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. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. Zusammenfassung. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. 2007. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. There are several pros and cons associated with the elaboration likelihood model. The Reuse/Sync feature needs improvement to ensure wide use in the organization. What factors affect elaboration? Incorporating ELM in your design: accessing users abilities. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. They did this by proposing two routes of persuasion that the results of previous studies can fall into. However, the level of elaboration a . When elaboration is lower, were more likely to be persuaded through the peripheral route. 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 argument's message. The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). After reading, youll understand the basics of this powerful communication and psychology tool. Their behavior will be more enduring and less likely to be changed. This Dual Route Model is also called "ELM". 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). A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. Essentially, the central route involves using critical thinking and trying to make the best decision possible. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . 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 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. Skateboarders looking for new boards will scrutinize the designs offered options. 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. Argumenation Theory. We were founded in 2002. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. There are several major factors that affect elaboration. More so than Marta. Low elaboration, or peripheral route processing, means the opposite. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. 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). To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. 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. Thats the life for me. The peripheral route processing is weak, and the recipients engagement is low. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. From there, he can click on dropdown menus to fine-tune his search. Therefore, the recipient isnt sure whether to agree or disagree with the message. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. 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).. To start, persuasion is communication. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. 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