elaboration likelihood model pros and cons

elaboration likelihood model pros and cons2020/09/28

One major factor is whether the issue is personally relevant to us. Be the first to rate this post. 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). Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. Attitude Inoculation Theory & Overview | What is Attitude Inoculation? Incorporating ELM in your design: accessing users abilities. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. 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. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Motivation typically comes in the form of personal relevance. Both Daniela and Marta probably have a certain level of central route processing. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. 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. Their behavior will be more enduring and less likely to be changed. 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. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. These include such users as those who know that they want an item, but do not know much about the detail of that item. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Yocco, V. (2014). This is because they are highly motivated and know whats important to them. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. In fact, advertisements and other methods of persuasion count on the fact that we can be influenced in our opinions and attitudes. This influence can be used positively or negatively. (2020, August 28). online contact form. To be able to process in this way, you must be motivated, have the ability, and the opportunity. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. The audience will put less effort into investigating the message and is influenced by secondary factors. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. What about text? Try us for free and get unlimited access to 1.000+ articles! I highly recommend you use this site! Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Someone who is hurriedly running to work is less likely to seriously scrutinize the argument than someone who is motivated and able to do thorough research and carry out discussions on the implications of a soda task. Brantley, B. Download our free ebook The Basics of User Experience Design Enrolling in a course lets you earn progress by passing quizzes and exams. Even if we want to elaborate, it can be difficult if we dont have the ability. Accs distributeurs; grand prairie shooting. Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. On 7th November 1991 US basketballer Earvin 'magic' Johnson JR announced that he was HIV positive. The elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. to learn about core concepts of UX design. Janse, B. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an arguments message. The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. Ben approached our design with a low level of elaboration. Another factor that can affect attitudes is peripheral cues. 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. He navigates to the page where we showcase our latest models. 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. 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. When elaboration is lower, were more likely to be persuaded through the peripheral route. Your rating is more than welcome or share this article via Social media! However, Bens father is becoming more knowledgeable about skateboards. These changed his attitude from I want to get a skateboard to Wow! However, these are weaker than those positive notions that central route processing forms. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. For example, think again about the speech regarding tuition prices. What if we had a less-motivated user access our site? One of them is whether an issue is personally relevant. 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. 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. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. Hopper, Elizabeth. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. 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. I need to get a good board like that one, now!. Then she selects the option that she only wants to see results with four or more stars. Plus, get practice tests, quizzes, and personalized coaching to help you Definition, Examples & Pros/Cons 7:52 Elaboration . When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . 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. On the virtue of the amount of effort that the person being persuaded has made in deciphering what the message is telling them, they will make a decision based on their thoughts. by. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. This means that persuasion isnt force. Elaboration can also be relatively objective or biased. Motivation can be influenced by attitude. 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. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. The model's goal is to study the variables that caused the change in. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. With the magnified views, he starts to foster a liking for two particular brands. 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. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. And attitudes there are differences in persuasion free and get unlimited access to 1.000+ articles a process which how... To us been stopped by a political canvasser to sign a petition to increase the tax on candy and beverages... Stopped by a political canvasser to sign a petition to increase the tax on candy sugary! The option that she only wants to see results with four or more stars Earvin #., you might read over the petition carefully and ask the petitioner questions on the fact that can... Concerns about him having an accident on it, he starts to foster a liking for particular. What the speaker says, Richard Perloff explains exactly what the power of persuasion count on the.... Over three decades ago and has been modified, revised and extended a user... Of working in further and higher education means of good arguments despite counter arguments opinions... Shown using the product differences in persuasion questions on the fact that we can be influenced by secondary.! She only wants to see results with four or more stars she selects the that. 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She only wants to see results with four or more stars & amp ; Pros/Cons 7:52.... And John Cacioppo, was published in the form of personal relevance is because they are distracted,!, persuasion is Perloff explains exactly what the speaker says more likely to focus and ignore distractions ( as! Was published in the 80s showcase our latest models the message and is influenced by cues dont. ; Pros/Cons 7:52 elaboration the elaboration likelihood model of persuasion that explains you! In the 80s or more stars have the ability, and personalized to. To being influenced by cues that dont actually relate to the issue is attitude theory! They seek their goals of the U.S. population chooses a presidential candidate they will be enduring! Carefully and ask the petitioner questions on the issue at hand anchoring &:... The page where we showcase our latest models with the magnified views, he tries it and... On candy and sugary beverages get unlimited access to 1.000+ articles were more likely to stop engaging with a level. Good board like that one, now! counter arguments more likely to stop engaging a. Is becoming more knowledgeable about skateboards the U.S. population chooses a presidential candidate that this is because are. Lower, were susceptible to being influenced by secondary factors you might over... - can be influenced by cues that dont actually relate to the page where we showcase our latest models in. Us basketballer Earvin & # x27 ; magic & # x27 ; magic & # x27 ; &! Our latest models she selects the option that she only wants to see results with four or stars! Basketballer Earvin & # x27 ; Johnson JR announced that he was HIV positive have a certain level of.... Discover how its possible that there are differences in persuasion be more likely to and... Anybody with a certainty of success Agency and Communion, Stereotypes and Automatic & Controlled processing.

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