designers and get A woman brainstorms in front of a whiteboard. online contact form. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. For example, think again about the speech regarding tuition prices. usability, UX research, and many more! The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Try refreshing the page, or contact customer support. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. 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. This is because it relates to time and place and how much time a person has to make a decision. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Check our frequentlyaskedquestions. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. 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. For example, someone who wants a career that involves travel but also pays well is more likely to process via the peripheral route than someone who is knowledgeable about the specifics of careers (Geddes, 2016). One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. 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. Lets say that Ben, 14, has just moved to a new city and started a new school. . a. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. 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. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Nous joindre; O trouver nos produits ? 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. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Motivation is typically decided by how relevant the topic of a message or design is to the user. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Do your future self a favor and check out our course designed to help you achieve exactly that. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. Do you want unlimited ad-free access and templates? We look like an authority on skateboards, as opposed to a more general online merchant. Specifically, we have two considerations to bear in mind: motivation and ability. Yocco, V. (2014). 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). He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. When people are persuaded via central route processing, they have focused on the messages strengths. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. However, peoples attitudes or evaluations cannot be absolutely correct. The model gives you a framework by which you can assess how best to persuade someone. Another factor that can affect attitudes is peripheral cues. Or when he acts in violation of his own convictions. 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. Particularly the price often plays an important role in this route. 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. He filters through to see only the boards we have available from these two companies. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. Applying the Elaboration Likelihood Model to Design. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. A third factor has been added to this. 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. He did not engage the messages where we offered our goods with much cognition. When they do, it is often in response to social influence. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Persuasion isnt just about the words in the message. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. 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 This depends on the personal motivation, opportunity, or ability that influence the message. Central route processing requires a high level of elaboration. Intrigued and enticed, hes liking our simple, easy-to-use design. 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. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Ben arrives on our site. Note that the two routes are not binary options, we can use both at the same time. What if we had a less-motivated user access our site? The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. or through our His parents have told him he can spend $60 on whatever he wants for his birthday. Although the elaboration that someone carries out on a persuasive message can proceed in a relatively objective or biased manner, people can, in some contexts, be unmotivated or unable to engage in either kind of message elaboration. And it's an incredibly important theory for designers to understand and apply to their designs. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. The model's goal is to study the variables that caused the change in. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. What is Design Thinking and Why Is It So Popular? All other trademarks and copyrights are the property of their respective owners. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . 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. Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. Janse, B. design thinking, interaction design, mobile UX design, The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. All rights reserved. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. If the central route processing is positive, Marta will probably buy from Amazon again in the future. In other words, why does person A make another decision after hearing the same argument than person B? The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. 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. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. These include such users as those who know that they want an item, but do not know much about the detail of that item. 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. 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. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. 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. copyright 2003-2023 Study.com. What about text? 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. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. ThoughtCo. The core of persuasion lies in a strong and clear message that is exchanged between two parties. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. An error occurred trying to load this video. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Share your experience and knowledge in the comments box below. As such, other factors can influence him/her, including distractions. Toolshero supports people worldwide (10+ million visitors from 100+ countries) to empower themselves through an easily accessible and high-quality learning platform for personal and professional development. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. Bias can also impact how someone processes an argument. Central route processing requires your conscious thought and critical thinking. 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. Elaboration can also be relatively objective or biased. What does elaboration mean in the context of the model? These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Learn all about elaboration likelihood model. 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