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. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) 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. Hopper, Elizabeth. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. The last of the three theories of persuasion discussed here is the elaboration likelihood model created by Petty and Cacioppo (Petty & Cacioppo, 1986). According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. What Is the Recency Effect in Psychology? 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. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). Zusammenfassung. 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).. So, you will need to keep persuading them. Its connected to swindling or to being confronted with things people arent asking for. Peripheral route to persuasion . Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. Direct persuasion route requires giving the audience arguments and . Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. 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). Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Moreover, the website states in large letters that the products are delivered for free. Maximum likelihood estimation begins with the mathematical expression known as a likelihood function of the sample data. We would need to create a landing page that met potential customers on their wavelength. However, persuasion isnt inherently negative. ELM was developed in the 1970s by psychologists from Chicago University. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. This influence can be used positively or negatively. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. No votes so far! Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. Lets say that Ben, 14, has just moved to a new city and started a new school. 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. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. The Central route creates a long-lasting attitude change. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. Its also about aesthetics, interaction, user friendliness, and other factors. This makes it more likely that a person will side with one side over another. What do you believe are factors that affect the way people are influenced? Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. Examples & Pros/Cons 7:52 Elaboration . So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. 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. Ben arrives on our site. When elaboration is higher, we're more likely to be persuaded through the central route. . After all, in that case, the second party wouldnt have any say in the matter. ), we could afford to inject some action, or perhaps shock. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. Again, this depends on a number of factors, such as personal investment in an issue. Altercasting. usability, UX research, and many more! 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. That way, we can appeal to both and not risk alienating either one. small french chateau house plans; comment appelle t on le chef de la synagogue; felony court sentencing mansfield ohio; accident on 95 south today virginia Meanwhile, someone who has little to do with soda on a day-to-day basis may be more likely to evaluate the canvassers argument objectively given that they have few ties to the issue. Positive or negative cues youve picked up. The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. In contrast to relatively objective processing is processing in a relatively biased manner. However, someone overwhelmed with other events in their life is far less likely to do so., The elaboration likelihood model views arguments as pieces of information contained in a communication that are relevant to a person's subjective determination of how much the position that is being advocated for is merited. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. As stated by Festringer (1950), people naturally want to have correct attitudes. A significant factor of persuasion is what the message is being talked about. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . 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. We remember the message as ideas and we will be pe When elaboration is higher, were more likely to be persuaded through the central route. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. This one-of-a-kind model . Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? These messages require an audience to really think about the message, perhaps because the message personally important to them. To start, persuasion is communication. Why? 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. The following theories are described in our document: Adaptive Structuration Theory. Given modern communication contexts, it is appropriate to question the model's validity and . 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. (2019). When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. The central route allows for a thoughtful evaluation of the pros and cons of the information and requires that the individual have a motivation to think deeply as . Amazon puts in every effort concerning design and presentation. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. For example, imagine youre reading about a proposed soda tax in your city. Examples of this are the sources credibility, presentation, humour, or food. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. 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. 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 . Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). 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. Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . PDF. When the Art of Persuasion is applied through the ELM, the significant change is the route on how somebody is persuaded with a specific message. 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. What is central route and peripheral route? Janse, B. Central route processing happens when elaboration is higher. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. How do you think you can apply this theory in practice? As such, other factors can influence him/her, including distractions. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . Yocco, V. (2014). Because theyre not looking for the messages details, their eyes drift about, taking in other factors. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. 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. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . Entails, then attitudes are right or wrong which they can judge against some standard about technical. 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