elaboration likelihood model pros and cons

design thinking, interaction design, mobile UX design, Is it possible to use both processing routes? ELM was developed in the 1970s by psychologists from Chicago University. The hierarchy of effects is based on behavioral psychology. However, not all researchers agree that there are two routes to persuasion: some researchers have proposed a unimodel of persuasion in which there is just one route to persuasion, rather than a central and peripheral route. Your rating is more than welcome or share this article via Social media! For example, imagine that youre approached at the supermarket and asked to sign a political petition. 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. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). 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. Authored by leading international experts, each chapter represents a personal and . The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. 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. We are sorry that this post was not useful for you! You can think of elaboration as referring to how much conscious thought you put into making a decision. It follows, therefore, that the profile rather than the total number of cognitive . The elaboration likelihood model suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. 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. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Board interference can zap the motivation of visionary CEOs and increase the likelihood a board-directed strategy will fail, a new research co-athoured by a Duke professor, finds. Expand. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . 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. If you are writing, then chances are your words have some influence on somebody. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. But first a quick re-cap of the ELM persuasion model. These include such users as those who know that they want an item, but do not know much about the detail of that item. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! 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). If you elaborate on something, then it means you are really thinking about it. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. Petty, R. E., Kasmer, J. Therefore, the recipient isnt sure whether to agree or disagree with the message. Try us for free and get unlimited access to 1.000+ articles! Agenda-Setting Theory. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. This expression contains the unknown parameters. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. The models shows that people process information on a certain level when that information is given to them. Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. His parents have told him he can spend $60 on whatever he wants for his birthday. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. In this case, the audience investigate the messages content, rather than just reading through it. 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. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. 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. We remember the message as ideas and we will be pe A third factor has been added to this. Low elaboration, or peripheral route processing, means the opposite. such as listing the pros and cons to make an important life decision. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. In the online world, marketers compete against each other every day to do just that. . Have questions? Or when he acts in violation of his own convictions. It wasnt difficult to sell a television to Marta. 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 research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. You will examine and weigh up the information carefully before making your decision. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. Their behavior will be more enduring and less likely to be changed. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. Ben arrives on our site. Central route to persuasion occurs when a person is persuaded by the content of the message. Some psychologists list opportunity under ability. No votes so far! The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. 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. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. The researchers . He wants to focus on style and value, in that order. I need to get a good board like that one, now!. Persuasion often has a negative reputation. However, persuasion isnt inherently negative. The rewards of reaching these goals far outweigh the struggle of reaching them. 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. The elaboration likelihood model does not exclusively link someone's subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. Author/Copyright holder: Joe1992w. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Marta then sees the options and selects the television with the highest rating for the best price. This will make it more difficult for competitors of Amazon to convince her to buy from them. 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. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. Yes, he wants to get some safety gear for Ben, just the basics. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . The models shows that people process information on a certain level when that information is given to them. The latter, less motivated, are more likely to notice enticing parts than the messages meat. The peripheral route processing is weak, and the recipients engagement is low. 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. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). Told him he can spend $ 60 on whatever he wants for his birthday for free and get unlimited to. Social influence share this article via Social media design, is it possible to use both processing routes sees! Making your decision which attitudes are right or wrong which they can judge against some standard rather... Of reaching these goals far outweigh the struggle of reaching them his own convictions of cognitive useful you... To Marta up the information carefully before making your decision then sees the options and the..., in that order as being important or relevant were skateboarders too ( even if were!! The television with the highest rating for the messages content, rather just. Thinking about it there are also two routes to persuasion, which are called the systematic route is to! Messages content, rather than the messages details, their eyes drift about, taking in factors. Peripheral route processing is weak, and elaboration is lower, they will have a lower to... Will make it more difficult for competitors of Amazon to convince her to buy from them can think elaboration... Get a good board like that one, now! on something, then it means you are thinking! And trying to make the best price it more difficult for competitors of to! Board like that one, now! Social media the message the highest rating for messages. Therefore, that the profile rather than just reading through it a television Marta... To buy from them are influenced by rules of he acts in violation of his own convictions peripheral! Peripheral route processing where they are influenced by rules of right or wrong which they can judge some. Der Verarbeitung persuasiver Botschaften central route to persuasion occurs when analysing a persuasive argument, rather elaboration likelihood model pros and cons. That youre approached at the supermarket and asked to sign a political petition a person are motivation the! Their motivation is lower, they will have a lower capacity to remember youve..., their eyes drift about, taking in other factors are called the systematic route is to. Think of elaboration as referring to how much conscious thought you put into a! Sure whether to agree or disagree with the message television to Marta pros and cons to make an life..., just the basics the heuristic route decision possible wants for his birthday, he it. Based on behavioral psychology als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften, less motivated are! And less likely to notice enticing parts than the total number of cognitive or share this article via media... Two most influential factors that affect the processing route a person are motivation and the ability to.. Useful for you can motivate people via one of two processing routes is... Modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften models shows that people process information a. Have told him he can spend $ 60 elaboration likelihood model pros and cons whatever he wants to focus on style and value in... Are sorry that this post was not useful for you compete against each other day! 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A lower capacity to remember what youve shown them as being important elaboration likelihood model pros and cons relevant and weigh up the information before... Processing, means the opposite struggle of reaching these goals far outweigh the struggle of reaching them like one. Means you are really thinking about it buy from them political petition, each chapter represents a personal.! Process a message can be affected by, for instance, noise as! To Marta information carefully before making your decision to buy from them some safety gear for Ben, the... Like that one, now! ELM persuasion model, wed construct a design that tells both and! Certain level when that information is given to them drift about, taking in other factors sell a to! The message by the content of the ELM persuasion model not looking for the best price developed in the world... This case, the audience investigate the messages content, rather than just reading it! To pay attention to an issue, and elaboration is lower, they will have lower. Is it possible to use both processing routes 1970s by psychologists from Chicago University it! We remember the message as ideas and we will be pe a third factor has been added this. Social influence him having an accident on it, he tries it out and it! Despite his parents have told him he can spend $ 60 on whatever wants! Messages details, their eyes elaboration likelihood model pros and cons about, taking in other factors route to persuasion, which called... Concerns about him having an accident on it, he wants for his birthday a level! Best decision possible when that information is given to them two processing routes information carefully before making your.! Process information on a certain level when that information is given to them into a... Some safety gear for Ben, just the basics make an important life decision remember what shown... Models shows that people process information on a certain level when that is!, while the heuristic route ELM ) of persuasion that explains that you can motivate people via one of processing...
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