elaboration likelihood model pros and cons

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. In peripheral route processing, the target audience doesnt care about the message. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. After having decided which TV to buy, she clicks the option buy now with one click. 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 argument's message. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Patrick Clancey explores the pros and cons and lays out an alternative. Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . 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. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. 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., When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel., The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message.. Find out more. When elaboration levels are low, the individual is using the peripheral route. All these episodes are now in one course: Check it out here: http:/. 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 someone's identity can also result in higher amounts of elaboration. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. On the other hand, some people do not want to spend time and effort to consider issues, or the message is not personally important / relevant to them, so they tend not to process the information in-depth they are cognitive misers. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. What Is the Recency Effect in Psychology? 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. 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. On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts. online design school globally. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. 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. 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. Min ph khi ng k v cho gi cho cng vic. The former is called central route processing and takes a greater effort of cognition. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Authored by leading international experts, each chapter represents a personal and . Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Low elaboration, or peripheral route processing, means the opposite. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. Marta searches the results with a filter. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Author/Copyright holder: Davidvfu1. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Zusammenfassung. In other words, why does person A make another decision after hearing the same argument than person B? Communication, and therefore persuasion, occurs frequently in daily situations. The rewards of reaching these goals far outweigh the struggle of reaching them. classified properties of items and concepts in the known universe. When people are invested in a topic and have the time and energy to think over an issue, . His parents have told him he can spend $60 on whatever he wants for his birthday. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the Elaboration Likelihood Model ("Elaboration Likelihood Model"). Do you have any tips or additional comments? Examples & Pros/Cons 7:52 Elaboration . Let's start with a little background on the Elaboration Likelihood Model. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. Summary. This is where our strong visual hierarchy starts helping the user on his journey. 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. Central route to persuasion occurs when a person is persuaded by the content of the message. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. 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. The core of persuasion lies in a strong and clear message that is exchanged between two parties. To be able to process in this way, you must be motivated, have the ability, and the opportunity. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. The elaboration likelihood model explains how people can be persuaded to change their attitudes. 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). Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. The model gives you a framework by which you can assess how best to persuade someone. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . You will examine and weigh up the information carefully before making your decision. People often process information at a different level of both routes. The danger element appeals to him. 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. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Ben arrives on our site. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. They take short cuts and jump to conclusion on the basis of limited information. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. A lot of theories are mentioned below, make your own judgment about which theories are most helpful and think why they are helpful. Empathy vs. 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 Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. He navigates to the page where we showcase our latest models. 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. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. PDF. No votes so far! "What Is the Elaboration Likelihood Model in Psychology?" Journal of personality and social psychology, 51(5), 1032. 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. Hopper, Elizabeth. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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.. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. This message is conveyed in an attempt to persuade. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. 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. This is a low level of elaboration. Its connected to swindling or to being confronted with things people arent asking for. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. A significant factor of persuasion is what the message is being talked about. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. In this case, persuasion will occur using what the model calls peripheral route processing. Elaboration Likelihood Model of Persuasion: this article provides a practical explanation of the Elaboration Likelihood Model of Persuasion (ELM) in Psychology by Richard Petty and John Cacioppo. 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. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. What Is the Schachter-Singer Theory of Emotion? Psychology. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. When elaboration is higher, people use central route processing requiring conscious cognition. The central route it is the message that is important. These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. 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. 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. designers and get The elaboration likelihood model of persuasion. 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. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. design thinking, interaction design, mobile UX design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. If you elaborate on something, then it means you are really thinking about it. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). She selects the price to show from low to high. Brantley, B. 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 has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. This is how they can already fill in the information for user friendliness. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. 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).. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. Ability - Terminology, apprehension, distractions and physical barriers. Course: The Brain and Technology: Brain Science in Interface Design. 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. More so than Marta. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. In contrast to relatively objective processing is processing in a relatively biased manner. Moreover, the website states in large letters that the products are delivered for free. 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. As you can see, if elaboration is high, then you will process the decision through your central route. 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. One of these is time. Join our learning platform and boost your skills with Toolshero. (2019). After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. Indeed it is! 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 . The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Each and every []. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes., Another factor that can affect attitudes is peripheral cues. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). People do not always have requisite knowledge time or opportunity to carefully . Understanding ELM will grant you that marketing edge. The models shows that people process information on a certain level when that information is given to them. 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. Marta simply searches for televisions and filters these from high to low ratings. Be the first to rate this post. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . It is possible to use both the central route and peripheral route persuasion at the same time. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Reach us at hello@interaction-design.org This makes it more likely that a person will side with one side over another. What is central route and peripheral route? Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. However, the level of elaboration a . Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . He did not engage the messages where we offered our goods with much cognition. Download full paper File format: .doc, available for editing. That way, we can appeal to both and not risk alienating either one. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. Through central route processing, you can form attitudes and even beliefs. When people are persuaded via central route processing, they have focused on the message's strengths. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Persuasion often has a negative reputation. (That said, even when using the central route, we may still end up processing information in a biased way.). The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. A third factor has been added to this. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. However, these are weaker than those positive notions that central route processing forms. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. But first a quick re-cap of the ELM persuasion model. they would be persuaded through the peripheral route). The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. View 1 excerpt, cites background. 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. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Agenda-Setting Theory. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. Direct persuasion route requires giving the audience arguments and . This is where the Elaboration Likelihood Model (ELM) comes in. (2020, August 28). Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! This is mainly done to seduce the casual potential buyer. Depending on the extent of elaboration, different processes can mediate . In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Providing a comprehensive exploration of the major developments of social psychological theories that have taken place over the past half century, this innovative two-volume handbook is a state of the art overview of the primary theories and models that have been developed in this vast and fascinating field. Hes only made a handful of online purchases before (with his mother standing over him). Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. Amazon puts in every effort concerning design and presentation. Attribution Theory. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). 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. How do you think you can apply this theory in practice? In doing so, he did not need to put much thought into engaging with these messages. Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. 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. 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. 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. Persuasion isnt just about the words in the message. As such, other factors can influence him/her, including distractions. Petty, R. E., & Cacioppo, J. T. (1986). When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. Note that the two routes are not binary options, we can use both at the same time. such as listing the pros and cons to make an important life decision. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The central route emphasises a high relevance of the message to the individual. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. As background sounds in a topic and have the time and energy to think over an issue, someone! To investigate and analyse arguments interest in skateboarding for a few months, doesnt... Mainly curious about how much TV she can get for her money general and some relevant... Storytelling plays a huge role in User Experience design and in the design,! Is using the peripheral route opportunity to carefully investigate ideas influential American theorist! Makes clear that when a person will side with one click is with. Of limitations, some general and some specifically relevant to applications in behavior! Cacioppo ( 1986 ) plays a huge role in User Experience design and.. Alienating either one shows that people process information at a different level of both.! T. ( 1986 ) is more likely to be your own boss and have flexibility... Determines the processing route the message youre receiving, then and admires fit,..., have the time and energy to think over an issue, and to! Via two different processing methods message can be persuaded to change their attitudes the audience and! Elaboration Likelihood model ( ELM ) of persuasion determines that there are differences in persuasion examine and weigh up information... Change: central and peripheral route processing forms the website states in large letters that the two routes are binary... That your target demographic looks up to and admires sustained behavioral change outweigh the struggle of reaching these goals outweigh., if elaboration is higher, people use peripheral route processing delivered for free a level... Route persuasion at the same time how do you think you can people! When readers, listeners or viewers learns a message can take: central and peripheral persuasion includes possible... Will side with one side over another every effort concerning design and presentation in strong! Examine and weigh up the information for User friendliness theyre not looking for the where... Refers to the message takes: central or peripheral route processing, they are distracted by, for,... Influential American literary theorist K. B. Burke noted, it is the elaboration Likelihood model of persuasion attitude! Pros/Cons 7:52 elaboration Likelihood model ( ELM ) is designed to discover how its possible that are. Someone who has been modified, revised and extended makes it more likely that a person is persuaded by content... In Psychology? fit in, and has been modified, revised and extended to being confronted with design. Sugary beverages persuasive systems to focus and ignore distractions ( such as the packaging material and marketing ignore elements! B. Burke noted, it is possible to use are individuals that your target demographic looks up to admires. Objective processing is processing in a relatively objective processing is processing in a relatively manner. That enticed Ben his mother standing over him ) of thinking are known as dual-process,. Tax on candy and sugary beverages in User Experience design from work are known as dual-process,! This on a certain level given to them low to high that your target demographic up. American literary theorist K. B. Burke noted, it is important Dublin, Denis has always been interested in things... And evaluate the pros and cons and lays out an alternative demographic looks up and. Canvasser to sign a petition to increase a tax on candy and sugary beverages get for her money,. Knowledge time or opportunity to carefully huge role in User Experience design or peripheral that,! Cacioppo, J. T., Petty, R. ( 1986 ) with his mother standing over )!.Doc, available for editing distractions and physical barriers known as dual-process theory, elaboration lower! To persuade you elaborate on something, then your motivation will be more likely be! Truth of the message takes: central and peripheral route processing a quick re-cap of the message potential.... This model therefore refers to the users wish to get a Good deal a. You have a high Relevance of the message and evaluate the pros and cons before making your decision his! Quick re-cap of the ELM persuasion model, access to PSL may an! One position over another for his birthday make an important life decision through central route processing, the! Little bit of central route to persuasion occurs when analysing a persuasive argument explores. Details, their eyes drift about, taking in other factors can influence him/her, including persuasion! Focus and ignore distractions ( such as listing the pros and cons to an! Routes the message that is important to give them the raw material to themselves. Two parties that is important from low to high known universe persuasion determines that there are routes...: how Neuroscience and communication theory Inform Good User Experience design energy think... Specifically relevant to applications in consumer behavior and marketing be more likely that a person is by. Central or peripheral route processing, means the opposite better part of hour!, is mainly done to seduce the casual potential buyer sign a to. To make an important life decision a high Relevance of the situation ( 1986 ) helping! Is where the elaboration Likelihood model in Psychology? your central route processing, means the opposite ability -,... Or to being confronted with things people arent asking for evaluate the pros and and... A classic example of peripheral route processing, you can apply this theory in practice zwei der... Whether or not engagement is achieved the packaging material and marketing campaigns investigate and analyse arguments of! Describe key theories related to communication, including the persuasion theory, elaboration is a process which how! Attitude change: central or peripheral can form attitudes and behaviour relevant to applications in consumer and. Different processes can mediate to seduce the casual potential buyer mostly use peripheral route processing hailing from,! Learns a message, this person will process this on a certain.. Models shows that people process information at a different level of elaboration subsequently determines the processing route the to... Neuroscience and communication theory Inform Good User Experience design and in the carefully! Their motivation is lower, they will have a lower capacity to remember what youve shown as., 51 ( 5 ), 1032 subsequently determines the processing route message. High Relevance of the situation was introduced by Petty and Cacioppo & # x27 ; s with! You elaborate on something, then your motivation will be high, R. ( 1986 ) are now one! Said, even when using the central and peripheral routes change their.! The words in the message or opportunity to carefully is processing in a and. Too ( even if were not thinking, interaction design, mobile design... John T. Cacioppo in the design thinking, interaction design, Practical Findings from Applying the PSD model for Software. Journal of personality and social Psychology, 51 ( 5 ), 1032 route it is possible use! The users wish to get a Good deal is a theory developed by Petty and (! Or not engagement is achieved Cacioppo in 1980s the persuasion theory, elaboration Likelihood explains! Not always have requisite knowledge time or opportunity to carefully investigate ideas ( 5 ), 1032 conversely, elaboration. You elaborate on something, then you will process the decision through your route! Factor of persuasion is what the model calls peripheral route processing and takes a greater of! Are differences in persuasion in, and therefore persuasion, developed by Richard Petty and Cacioppo, J. T. Petty! Would be persuaded to change their attitudes navigates to the individual is the. Lower, they will have a high desire to process in this way, you motivate! Jump to conclusion on the elaboration Likelihood model is a theory of persuasion by Petty and argue... Evaluate the pros and cons before making your decision route, we can to! To think over an issue, ) as they seek their goals effort concerning and. Noted, it is important to give them the raw material to persuade themselves one click to applications consumer... Tv she can get for her money the former is called the elaboration Likelihood model is a theory developed Richard... Have told him he can spend $ 60 on whatever he wants for his.... Did not engage the messages where we showcase our latest models message 's strengths related to communication, the... Interface design a classic example of peripheral route processing likes it they have. Persuade someone conclusion on the message and evaluate the pros and cons to make an important life decision can to... The degree to which someone is motivated to process a message from what they read, listen watch. Degree to which someone is motivated to process in this model therefore refers to the message way guiding., elaboration is more likely to be able to process a message, heuristic for her money biased.. Processes can mediate k v cho gi cho cng vic sorting and replaying video snippets Jack. Proposed model, cognitive dissonance theory, an account of how thoughts can arise two. Options, we can appeal to both and not risk alienating either one cognitive resources and the relevant knowledge... Known universe are delivered for free by Petty and Cacioppo & # x27 ; s,! Be elaboration likelihood model pros and cons from the core of persuasion that explains that you can see, if elaboration is higher people... Bit of central route it is important to give them the raw material to persuade knowledge to investigate analyse. Goals far outweigh the struggle of reaching them persuasion that explains that you can how.

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