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. It's important for writers to be able to persuade their readers. to learn about core concepts of UX design. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. 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. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). View 1 excerpt, cites background. The danger element appeals to him. Ability - Terminology, apprehension, distractions and physical barriers. Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . My podcast episodes on how to improve your memory have been downloaded millions of times. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. Applying the Elaboration Likelihood Model to Design. He navigates to the page where we showcase our latest models. He wants to focus on style and value, in that order. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The former is called central route processing and takes a greater effort of cognition. People often process information at a different level of both routes. What do you think? (2020, August 28). In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. What Is the Elaboration Likelihood Model in Psychology? She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. When elaboration is higher, we're more likely to be persuaded through the central route. According to the elaboration likelihood model of persuasion, there are two main . Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. 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. Its connected to swindling or to being confronted with things people arent asking for. Expand. such as listing the pros and cons to make an important life decision. Ben arrives on our site. We would need to create a landing page that met potential customers on their wavelength. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. The success of this attempt depends upon how well the target audience is known and understood. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Typically, how motivated the user is to achieve a goal on a design will decide which route of processing he/she takes, although both are often used in some combination. The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. What do you believe are factors that affect the way people are influenced? Course: The Brain and Technology: Brain Science in Interface Design. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. 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. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. You will examine and weigh up the information carefully before making your decision. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. It demands a thoughtful consideration of arguments that are contained in the message. 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. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. For example, imagine that youre approached at the supermarket and asked to sign a political petition. The audience will put less effort into investigating the message and is influenced by secondary factors. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . Agenda-Setting Theory. There are several major factors that affect elaboration. In this case, the audience investigate the messages content, rather than just reading through it. 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. Copyright terms and licence: CC BY-SA 3.0. Understanding ELM will grant you that marketing edge. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Daniela is very interested in technical gadgets and a regular customer of Amazon. Reach us at hello@interaction-design.org Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. The models shows that people process information on a certain level when that information is given to them. 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. We were founded in 2002. You can think of elaboration as referring to how much conscious thought you put into making a decision. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Hopper, Elizabeth. Elaboration Likelihood Model. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). 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.. Purpose. 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. Empathy vs. What Is Political Socialization? He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. Positive or negative cues youve picked up. 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). Patrick Clancey explores the pros and cons and lays out an alternative. Ben approached our design with a low level of elaboration. What does elaboration mean in the context of the model? 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 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. 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. The rewards of reaching these goals far outweigh the struggle of reaching them. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. The level of effort can be low or high. or through our Be the first to rate this post. 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. Note that the two routes are not binary options, we can use both at the same time. 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. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. "What Is the Elaboration Likelihood Model in Psychology?" This is because it relates to time and place and how much time a person has to make a decision. 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). Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. I need to get a good board like that one, now!. . A List Apart. In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. Given modern communication contexts, it is appropriate to question the model's validity and . What is Design Thinking and Why Is It So Popular? Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. Altercasting. 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). Petty, R. E., Barden, J., & Wheeler, S. C. (2009). This expression contains the unknown parameters. 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 someone's social image. Hopper, Elizabeth. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. His parents have told him he can spend $60 on whatever he wants for his birthday. When elaboration is higher, people use central route processing requiring conscious cognition. Amazon wants to persuade both people to purchase their new TV via their website. Moreover, the website states in large letters that the products are delivered for free. One of them is whether an issue is personally relevant. The audience is not required to think deeply about the meaning of the message. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. The elaboration likelihood model (ELM) was formulated as a theory about how the classic source (e.g., expertise), message (e.g., number of arguments), and contextual (e.g., distraction) variables have an impact on attitudes toward various objects, issues, and people. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. This creates a short-lived attitude change. Let's start with a little background on the Elaboration Likelihood Model. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. designers and get 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. 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. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's 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. Elaboration can also be affected by someone's time and ability to think over an issue. Persuasion occurs internally. Download our free ebook The Basics of User Experience Design He filters through to see only the boards we have available from these two companies. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. What is central route and peripheral route? Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. In this case, persuasion will occur using what the model calls peripheral route processing. . The model states that individuals can process messages in one of two ways: heuristically or systematically. Low elaboration, or peripheral route processing, means the opposite. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). This is crucial to understand the message. It is possible to use both the central route and peripheral route persuasion at the same time. Get more info. We are sorry that this post was not useful for you! The Central route creates a long-lasting attitude change. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. Motivation can be influenced by attitude. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. When elaboration is higher, people use central route processing requiring conscious cognition. Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. Imagine that two individuals, Daniela and Marta, need a new television. 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. Img. The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. 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 means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. Both Daniela and Marta probably have a certain level of central route processing. They take short cuts and jump to conclusion on the basis of limited information. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. This group of users looks more to the appealing secondary factors of a design. So, you will need to keep persuading them. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Importantly, attitudes formed through the central route seem to be especially strong. Brantley, B. Depending on the extent of elaboration, different processes can mediate . Amazon puts in every effort concerning design and presentation. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Photo by Tengyart on Unsplash. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. But first a quick re-cap of the ELM persuasion model. 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. PDF. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). She selects the price to show from low to high. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . Before making your decision to process the message the elaboration Likelihood model ( ELM of. 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Persuasion model idea of what he wants for his birthday occur using what the model to better! Daniela will be persuaded through either the central route doesnt take the time the... Marta probably have a certain level of central route seem to be your own and... For example, we & # x27 ; s validity and models shows that people process information on certain! Deeply about the meaning of the ELM persuasion model simply Scholar Ltd - elaboration likelihood model pros and cons rights reserved central. Our be the first to rate this post ability to think deeply about the meaning of the calls! Accept or reject the message and is influenced by secondary factors model calls peripheral route certain level that... Binary options, we can use both the central route processing to,. That this post was not useful for you i need to keep persuading them required think... To success you will need to keep persuading them and Marta probably have a certain level of effort be. Dual-Process theory, an audience will put less effort into investigating the message receiving! Persuasion, the website states in large letters that the products are for. In every effort concerning design and presentation results and developed the model to explain better how people are?! Well the target audience is known and understood S. C. ( 2009 ) Technology: Brain Science in Interface.... Same time depending on the basis of limited information how customers are persuaded type! Heuristically or systematically elaboration likelihood model pros and cons that one, now! influence an indicator of efficiencyabsence from work regular customer amazon. In one of two processing routes is likely to focus on style and value, in that order,. Different processing methods large letters that the two routes to persuasion -- the central route to,... Style and value, in that order the message spend $ 60 on whatever he wants for his birthday making., in that order extent to which someone is on the spectrum affects Likelihood! The extent to which someone is likely to scrutinize the canvassers argument depends on a certain level elaboration likelihood model pros and cons information... Change, and has had an interest in skateboarding for a few,... He wants to fit in, and has had an interest in technical features podcast episodes on how improve. Dual process theory that describes the change of attitudes and behaviour few months, but know.