The Reuse/Sync feature needs improvement to ensure wide use in the organization. Wagner, B. C., & Petty, R. E. (2011). Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . Simply Psychology's content is for informational and educational purposes only. Code June 08, 2022 June 15, 2022 . 2007. A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. 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. Communication, and therefore persuasion, occurs frequently in daily situations. A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). The elaboration likelihood model explains how people can be persuaded to change their attitudes. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . What Is the Recency Effect in Psychology? I need to get a good board like that one, now!. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. An example of this is the cognitive dissonance theory. There are several pros and cons associated with the elaboration likelihood model. The chapter is divided into the following sections: (a) the structure of communication and the . The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Authored by leading international experts, each chapter represents a personal and . Overview of the Elaboration Likelihood Model. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. Yes, he wants to get some safety gear for Ben, just the basics. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. 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. Try us for free and get unlimited access to 1.000+ articles! Min ph khi ng k v cho gi cho cng vic. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. This depends on their motivation and competence. ThoughtCo. But first a quick re-cap of the ELM persuasion model. 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. Through central route processing, you can form attitudes and even beliefs. These limitations are presented and . 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. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). 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. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. Attraction-Selection-Attrition Framework. Intrigued and enticed, hes liking our simple, easy-to-use design. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Course: The Brain and Technology: Brain Science in Interface Design. Thats the life for me. Elaboration likelihood model Persuasion has traditionally been associated with two routes. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. After all, in that case, the second party wouldnt have any say in the matter. as the mean outcomes. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Moreover, note that the term elaboration likelihood refers to the likelihood one engages in issue-relevant thinking with the aim of determining the merits of the arguments for a position rather than the total amount of thinking per se in which a person engages. When elaboration is higher, people use central route processing requiring conscious cognition. Download our free ebook The Basics of User Experience Design However, these are weaker than those positive notions that central route processing forms. The message is not cognitively analysed and not critically considered. such as listing the pros and cons to make an important life decision. 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. Direct and indirect routes are both methods that contribute to the ELM approach. classified properties of items and concepts in the known universe. He filters through to see only the boards we have available from these two companies. Psychology. 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. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . One of them is whether an issue is personally relevant. He finds the large picture on our landing page and is instantly excited. 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. How do you think you can apply this theory in practice? According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. 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 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. And it's an incredibly important theory for designers to understand and apply to their designs. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. Yocco, V. (2014). When people are invested in a topic and have the time and energy to think over an issue, . Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). Have questions? To start, persuasion is communication. Copyright terms and licence: CC BY-SA 3.0. 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. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. He did not engage the messages where we offered our goods with much cognition. Persuasion often has a negative reputation. Hopper, Elizabeth. Janse, B. Author/Copyright holder: Davidvfu1. Before EPM, Denis held a leadership position at Nokia, owned a sports statistics business, and was a member of the PMI's (Project Management Institutes) Global Executive Council for two years. Petty, R. E., Kasmer, J. (2015). Motivation is typically decided by how relevant the topic of a message or design is to the user. Nike used Colin Kaepernick as its brand Ambassadors to raise its sale. Bad Design vs. Good Design: 5 Examples We can Learn From, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. This is where our strong visual hierarchy starts helping the user on his journey. 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. 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. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. These changed his attitude from I want to get a skateboard to Wow! 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!). Central route processing requires a high level of elaboration. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision.

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