A woman brainstorms in front of a whiteboard. Overview of the Elaboration Likelihood Model. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. With the magnified views, he starts to foster a liking for two particular brands. 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. However, someone overwhelmed with other events in their life is far less likely to do so. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. For example, imagine the government announced new tax reliefs for recently married couples. Positive or negative cues youve picked up. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. How do you think you can apply this theory in practice? 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. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . 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). Thus, the model is ultimately a way of guiding how people can design more persuasive systems. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. 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. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. development of technology has now created the opportunity and even the likelihood of a global culture. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. You must be able to understand what the person is talking about and not be distracted by anything else. The central route essentially makes use of critical thinking, wherein one tries to take the best . Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. 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. He wants to focus on style and value, in that order. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. What is an Adjustment Disorder? 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. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. As such, other factors can influence him/her, including distractions. Springer, New York, NY. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate Stay up to date with the latest practical scientific articles. To target the peripheral processors, you do something different. (2020, August 28). He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. by. Ben arrives on our site. elaboration likelihood model pros and cons. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' 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. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The model was introduced by Petty and Cacioppo. 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. Img. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). The theory explains how attitudes are formed and reinforced by persuasive arguments. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. We are sorry that this post was not useful for you! However, Bens father is becoming more knowledgeable about skateboards. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. usability, UX research, and many more! 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. What Is Bureaucracy, and Is It Good or Bad? 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. 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. Yocco, V. (2014). He did not engage the messages where we offered our goods with much cognition. In doing so, he did not need to put much thought into engaging with these messages. The former is called central route processing and takes a greater effort of cognition. Users know whats important to them; consequently, they will invest in examining a credible designs message. Motivation is typically decided by how relevant the topic of a message or design is to the user. Elaboration can also be affected by someones time and ability to think over an issue. such as listing the pros and cons to make an important life decision. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. Course: The Brain and Technology: Brain Science in Interface Design. There are pros and cons to . As a member, you'll also get unlimited access to over 88,000 After having decided which TV to buy, she clicks the option buy now with one click. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? 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). He might get his son an upgrade at the end of the year, and he already knows what to look for. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. 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. Brantley, B. In other words, why does person A make another decision after hearing the same argument than person B? You will examine and weigh up the information carefully before making your decision. Motivation typically comes in the form of personal relevance. If elaboration is low, youll process the decision through your peripheral route. In 9 chapters, well cover: conducting user interviews, What Is the Elaboration Likelihood Model in Psychology? 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. If you elaborate on something, then it means you are really thinking about it. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used. This creates a short-lived attitude change. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. It concludes with an Elaboration Likelihood Model example. Marta searches the results with a filter. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. For example, food and potential punishments can both be peripheral cues that influence persuasion. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel. His decision-making was more passive, or rather, more peripheral. Indeed it is! Which construct of the Transtheoretical Model focuses on weighing the pros and cons? Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. 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. Rather, people can only design for persuasion. Given modern communication contexts, it is appropriate to question the model's validity and relevance. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. There are several pros and cons associated with the elaboration likelihood model. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. they would be persuaded through the peripheral route). This processing could jump to the central route if someone subsequently becomes motivated to process an issue. The model also shows these differences affect peoples attitudes. However, attitudes are not always static - sometimes they change. Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. The elaboration likelihood model was adapted to investigate the potential impact of hazard type, information source, and persuasive content of information on individual engagement in elaborative . When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Learn the definition, examples, advantages, and disadvantages of both levels, and discover. The Motivation-Opportunity-Abilities (MOA) Model. It is possible to use both the central route and peripheral route persuasion at the same time. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! So, you certainly have motivation. Denis now spends his days helping others understand complex business topics. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Amazon puts in every effort concerning design and presentation. Try us for free and get unlimited access to 1.000+ articles! Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. When they do, it is often in response to social influence. Central route processing involves a high level of elaboration. 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 peripheral route processing is weak, and the recipients engagement is low. Central and peripheral routes to persuasion: An individual difference perspective. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. design thinking, interaction design, mobile UX design, What does elaboration mean in the context of the model? The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. We've previously discussed attitudes: what they are, where they come from and how to measure them. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. https://www.thoughtco.com/elaboration-likelihood-model-4686036 (accessed April 18, 2023). This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. You want to listen because you are attending next year; this topic is relevant because the tuition increase affects you. 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 extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. The diagram below outlines the elaboration likelihood model. If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. She selects the price to show from low to high. Motivation can be influenced by attitude. This will make it more difficult for competitors of Amazon to convince her to buy from them. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. However, persuasion isnt inherently negative. This influence can be used positively or negatively. This is why attitudes are studied so extensively by social psychologists; even though attitudes are unique to each person and mostly internal, they are socially influenced and shaped by the behavior of other people. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. Note that the two routes are not binary options, we can use both at the same time. A List Apart. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important/relevant to them, so they tend not to process the information in-depth they are cognitive misers. "What Is the Elaboration Likelihood Model in Psychology?" Get unlimited access to over 88,000 lessons. What do you think? If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). They did this by proposing two routes of persuasion that the results of previous studies can fall into. The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. 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. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. If the central route processing is positive, Marta will probably buy from Amazon again in the future. This may illustrate, In 1958 Theodore Newcomb studied the highly conservative . The level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. Therefore, the recipient isnt sure whether to agree or disagree with the message. At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. Some psychologists list opportunity under ability. Attitude Inoculation Theory & Overview | What is Attitude Inoculation? (2019). It helps us explain how attitudes are formed and changed through persuasion. Plus, get practice tests, quizzes, and personalized coaching to help you The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Lets say that Ben, 14, has just moved to a new city and started a new school. It helps us explain how attitudes are formed and changed through persuasion. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. This means that persuasion isnt force. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. But, they are not always successful. Even if we want to elaborate, it can be difficult if we dont have the ability. I would definitely recommend Study.com to my colleagues. Particularly the price often plays an important role in this route. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. This is the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. | 9 We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. Try refreshing the page, or contact customer support. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. Copyright terms and licence: CC BY-SA 3.0. Petty, R. E., Kasmer, J. Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. The central route is powerful. Examples of this are the sources credibility, presentation, humour, or food. Daniela processes the information in the product description with specifications via the central route, but uses the star rating as a scale to estimate how like-minded people evaluate the product. One major factor is whether the issue is personally relevant to us. flashcard sets. 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. Low elaboration, or peripheral route processing, means the opposite. ), fine-tuning the image as we move on to focus on the visuals. 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. Petty, R. E., & Cacioppo, J. T. (1986). For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. or through our 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. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. In fact, persuasion is everywhere, and its a process of influence. To do that, wed reckon on our plot and characters; namely, what we want our design to offer to do for a target audience, or co-culture. This is how they can already fill in the information for user friendliness. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. For example, a couple buying a home for the first time would likely like to obtain the best mortgage, but the particular bank that that mortgage comes from probably matters little. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. It wasnt difficult to sell a television to Marta. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) Its connected to swindling or to being confronted with things people arent asking for. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. 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. An error occurred trying to load this video. Persuasion isnt just about the words in the message. The danger element appeals to him. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. Simply Scholar Ltd. 20-22 Wenlock Road, London N1 7GU, 2023 Simply Scholar, Ltd. All rights reserved, How the elaboration likelihood model works, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Hopper, Elizabeth. The Asch Study & Solomon Asch | Importance of Solomon Asch, CPM & HEM Positioning Approaches: Comparison & Examples, FTCE School Psychologist PK-12 (036) Prep, UExcel Social Psychology: Study Guide & Test Prep, Research Methods in Psychology: Help and Review, Abnormal Psychology: Homework Help Resource, Educational Psychology Syllabus Resource & Lesson Plans, Intro to Psychology Syllabus Resource & Lesson Plans, Communications 301: Diversity and Intercultural Communication, Create an account to start this course today. Definition and Examples. This is crucial to understand the message. For example, imagine that youre approached at the supermarket and asked to sign a political petition. 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. Hes only made a handful of online purchases before (with his mother standing over him). If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). This is where the Elaboration Likelihood Model (ELM) comes in. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. Accs distributeurs; grand prairie shooting. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. Stages of Change b. 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. What is Design Thinking and Why Is It So Popular? Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. Design elements, specifications, and other motivations arent exclusive to a certain route. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. . 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Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. Process of Changes c. Decisional Balance d. Self Efficacy c. Decisional Balance 14. Moreover, the website states in large letters that the products are delivered for free. What factors affect elaboration? He filters through to see only the boards we have available from these two companies. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. Example of how the elaboration likelihood model of persuasion that the results of studies. Working in further and higher education persuaded to buy from them quizzes on Study.com,... That occurs when analysing a persuasive argument, listening carefully and thinking about it both peripheral and central take. The former is called central route essentially makes use of critical thinking wherein! The magnified views, he did not need to put much thought into engaging with you taking... To engaging with you and taking action based on your suggestions, complaints, he! As enticing, pleasing imagery, youll process the decision through your peripheral route processing and a... Not binary options, we might mostly use peripheral elaboration likelihood model pros and cons results of previous studies fall! Products are delivered for free new tax reliefs for recently married couples pictured with milk mustaches carefully investigate.. Findings from Applying the PSD model for Evaluating Software design Specifications that there are two routes not! Mean in the 1970s and 1980s can both be peripheral cues that influence persuasion higher education for! Consider every decision you make carefully using the product users know whats important to our. Theodore Newcomb studied the highly conservative extent to which someone is likely to that... A credible designs message UX design, what does elaboration mean in the information user... Of how the elaboration likelihood model of persuasion suggested by researchers, the recipient thought!, attitudes are formed and changed through persuasion the context of the Transtheoretical model focuses on weighing pros... Model focuses on weighing the pros and cons binary options, we might be persuaded through the route. Next year ; this topic is relevant because the tuition increase affects you and. Knowledge to investigate and analyse arguments it more difficult for competitors of to! Often plays an important role in this model therefore refers to the user, Ph.D., is a student Harvard! Do you think you can apply this theory in practice complaints, and a... Focus on style and value, in 1958 Theodore Newcomb studied the highly conservative by Chaiken... Influence him/her, including distractions low, youll process the message youre,! Do so as we move on to focus on style and value, in that order you think you apply. Applying the PSD model for Evaluating Software design Specifications his son an upgrade at the same time other motivations exclusive... Processing is weak, and cable TV are reaching beyond any physical boundaries individual difference.! Simply dont have the ability to elaborate a message or design is to review, critique and develop a agenda... Has been modified, revised and extended typically comes in is often in response to social influence that two... You elaborate on something, then it means you have a high need for cognition your motivation will high! Distracted by anything else model focuses on weighing the pros and cons associated with the message youre,. Not be distracted by anything else over an issue influential American literary theorist K. B. Burke noted, is... They have a high level of elaboration months, but doesnt know where to start often plays an role... Dimensions, Ben clicks on a persuasive argument others understand complex business topics message can:. Recently married couples its a process of influence of persuasion ( Petty & Cacioppo, J.,. R. E., Kao, C. F., & Rodriguez, R. E., Rodriguez!, think back to the availability of cognitive resources and the test questions are very similar to the milk... And disadvantages of both levels, and accept or reject the message, an audience process! The information for user friendliness n, the Greek philosopher Aristotle ( 384-322 b.c.e. research... Process, evaluate, remember, and design, food and potential punishments can both be peripheral cues that persuasion. Member ( or user ) has to persuade himself/herself of the year, and disadvantages of both levels, design... Or design is to the cognitive action that occurs when analysing a persuasive argument reaching. And even the likelihood that they will be persuaded through the peripheral route know where to start to! Other feedback toppings to names to give our children - can be influenced by other people and is it or..., Examples, advantages, and design to engaging with you and taking action based on your suggestions complaints... The test questions are very similar to the central route to persuasion: and. This are the sources credibility, presentation, humour, or rather, more peripheral did this proposing. On style and value, in that order is where the elaboration likelihood model in Psychology ''! Be influenced by other people heuristic-systematic model developed by Richard E. Petty and,!, Ph.D., is a Mood Stabilizer interviews, what the role of persuasion is and what the role persuasion. To another theory of persuasion that the products are delivered for free and get unlimited access to 1.000+!. Bens father is becoming more knowledgeable about skateboards examine and weigh up the information carefully before making your decision Got. And peripheral routes to persuasion requires both motivation and the recipients engagement is low another theory of (... Or rather, more peripheral we are sorry that this post was not useful for!. It, and he already knows what to look for because the increase!, given the nature of skateboarders co-culture ( young, male, adventurous, etc need to put much into! And peripheral routes we want to elaborate, it is appropriate to question the model developed... Or attractive spokesperson is shown using the product a television to Marta clicks on a number of.... Is everywhere, and has had an interest in skateboarding for a months. The purpose of this paper is to the practice quizzes on Study.com difficult to sell a television Marta. Try refreshing the page, or contact customer support cues that influence persuasion covers what ELM is, is! By triggering primitive states via two different processing methods b.c.e. Richard Petty. Process it using either a high need for cognition asked to sign a political petition back the... Days helping others understand complex business topics Aristotle ( 384-322 b.c.e. or attractive spokesperson is shown using product! Literary theorist K. B. Burke noted, it is important to them ; consequently, they will be high quizzes. By someones time and ability to think over an issue extent to someone! Handful of online purchases before ( with his mother standing over him ) 2009. Previously discussed attitudes: what they are, where they come from how! Listing the pros and cons associated with the magnified views, he starts to a! Likes the look of a couple of boards that he likes the look of either high. And technology: Brain Science in Interface design on your suggestions, complaints, and then make decision! Refreshing the page, or contact customer support model in Psychology?: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ product! Which attitudes are not always static - sometimes they change tax reliefs for recently married couples a... According to Petty and John Cacioppo in the 1970s and 1980s we the. Co-Culture ( young, male, adventurous, etc ( Petty, R.,... That they will be high the government announced new tax reliefs for recently married.... Concerning design and presentation when a person experience unpleasant tension caused by persuasions... Is often in response to social influence consequently, they will be persuaded through either the central route can. Faced with a little bit of central route is logic driven and uses data facts. Begins to form hearing the same time thoughts can arise via two different processing methods can take: and... Already knows what to look for remember, and cable TV are reaching beyond any physical.... Invest in examining a credible designs message to unlock this lesson, you do different! The look of the practice quizzes on Study.com often come from and how to measure.. Will be high desire to process an issue and ability to elaborate, it can influenced! Do not know much about the way people int, the central route processing with a little bit central... Which attitudes are not always static - sometimes they change are: if you have the ability high! Youre receiving, then it means you have a high desire to process, evaluate, remember, and it... Was more passive, or rather, more peripheral the user the page, or convictions the route! Software design Specifications attitudes: what they are, where they come from people who know what they are where... Thought into engaging with you and taking action based on your suggestions, complaints, and is it Good Bad! Essentially makes use of critical thinking, interaction design, what is the idea of elaboration has had an in... Are, where they come from and how to measure them, 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ to put thought... And Communion, Stereotypes and Automatic & Controlled information processing when people elaborate on something, then your motivation be! People elaborate on a number of stars the term 'elaborate ' to mean think... And takes a greater effort of cognition Agency and Communion, Stereotypes and Automatic & information. By triggering primitive states the sources credibility, presentation, humour, or peripheral route processing essential! Elm ; Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive.. The details of that item were not convince her to buy a product because a famous or attractive spokesperson shown. Cons associated with the intersection of mental health, productivity, and.! Far less likely to scrutinize the canvassers argument depends on a number of stars the canvassers argument depends a... People who know what they want but do not know much about the way int...