The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. 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. The theory explains how a person's behaviors are influenced through two different pathways: C entral and Peripheral. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). The model states that individuals can process messages in one of two ways: heuristically or systematically. Reach us at hello@interaction-design.org View 1 excerpt, cites background. 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.. ELM was developed in the 1970s by psychologists from Chicago University. The audience is not required to think deeply about the meaning of the message. Course: The Brain and Technology: Brain Science in Interface Design. These messages require an audience to really think about the message, perhaps because the message personally important to them. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. In this case, persuasion will occur using what the model calls peripheral route processing. 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. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . The danger element appeals to him. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. Springer, New York, NY. Be the first to rate this post. Some psychologists list opportunity under ability. Empathy vs. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. It's important for writers to be able to persuade their readers. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. www.simplypsychology.org/elaboration-likelihood-model.html. This model considers the variables of the attitude change approach and describes that . In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. But first a quick re-cap of the ELM persuasion model. Indeed it is! Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. Low elaboration, or peripheral route processing, means the opposite. The researchers . The objectivity of elaboration depends on several factors. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. This one-of-a-kind model . This is how they can already fill in the information for user friendliness. 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. More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . The Art of Persuasion is a fundamental skill that helps you attract others to your message. The former is called central route processing and takes a greater effort of cognition. Ability - Terminology, apprehension, distractions and physical barriers. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Specifically, the ELM has determined that when facing a message, people . All these episodes are now in one course: Check it out here: http:/. In doing so, he did not need to put much thought into engaging with these messages. . 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. Design elements, specifications, and other motivations arent exclusive to a certain route. We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. Sympathy: What Is the Difference? In peripheral route processing, the target audience doesnt care about the message. As such, other factors can influence him/her, including distractions. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. 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. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. This Dual Route Model is also called "ELM". What does elaboration mean in the context of the model? Check our frequentlyaskedquestions. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). Persuasion often has a negative reputation. To be able to process in this way, you must be motivated, have the ability, and the opportunity. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. Expand. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). The level of elaboration subsequently determines the processing route the message takes: central or peripheral. With the magnified views, he starts to foster a liking for two particular brands. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Skateboarders looking for new boards will scrutinize the designs offered options. The second term to Agenda-Setting Theory. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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 the example from before, a soda-drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively-biased. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. Author/Copyright holder: Joe1992w. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. The central route it is the message that is important. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). What Is the Schachter-Singer Theory of Emotion? So, if users are persuaded via central route processing, they will have focused on the messages strengths. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. Applying the Elaboration Likelihood Model to Design. Direct and indirect routes are both methods that contribute to the ELM approach. Your rating is more than welcome or share this article via Social media! 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. Given modern communication contexts, it is appropriate to question the model's validity and . 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. In contrast to relatively objective processing is processing in a relatively biased manner. Do you want unlimited ad-free access and templates? Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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