Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. Yes, he wants to get some safety gear for Ben, just the basics. This is where our strong visual hierarchy starts helping the user on his journey. With the peripheral route the focus is more on the context than on the message itself. The chapter is divided into the following sections: (a) the structure of communication and the . 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. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. What about text? Ben arrives on our site. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. When elaboration is higher, were more likely to be persuaded through the central route. usability, UX research, and many more! 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. 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. (That said, even when using the central route, we may still end up processing information in a biased way.). Check our frequentlyaskedquestions. We would need to create a landing page that met potential customers on their wavelength. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. Nickerson, C. (2022, April 26). This expression contains the unknown parameters. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Elaboration Likelihood Model of Persuasion: Examples & Definition. Join 310,756 Hes only made a handful of online purchases before (with his mother standing over him). Have questions? We are sorry that this post was not useful for you! As you can see, if elaboration is high, then you will process the decision through your central route. This is where the Elaboration Likelihood Model (ELM) comes in. 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. These changed his attitude from I want to get a skateboard to Wow! 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. One major factor is whether the issue is personally relevant to us. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Petty, R. E., Kasmer, J. This is a low level of elaboration. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. 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).. Low elaboration, or peripheral route processing, means the opposite. 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. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. The basic model has a continuum from high elaboration or thought or low elaboration or thought. We look like an authority on skateboards, as opposed to a more general online merchant. Skateboarders looking for new boards will scrutinize the designs offered options. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. 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). Persuading people to do things is the essence of power. It is possible to use both the central route and peripheral route persuasion at the same time. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. 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. This depends on their motivation and competence. Download full paper File format: .doc, available for editing. 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. 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.. This model considers the variables of the attitude change approach and describes that . Lets say that Ben, 14, has just moved to a new city and started a new school. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. 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. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. Persuasion is very much associated with our daily life. To target the peripheral processors, you do something different. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Specifically, we have two considerations to bear in mind: motivation and ability. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . Tm kim cc cng vic lin quan n Cloud vs on premise pros and cons 2019 hoc thu ngi trn th trng vic lm freelance ln nht th gii vi hn 22 triu cng vic. A List Apart. 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. From there, he can click on dropdown menus to fine-tune his search. 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. Both exist on a sliding scale. 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. This group of users looks more to the appealing secondary factors of a design. #1 predictor for an audience to process a message is relevance. Try us for free and get unlimited access to 1.000+ articles! Source and message factors in persuasion: A reply to Stiff's critique of the elaboration likelihood model. 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 . All these episodes are now in one course: Check it out here: http:/. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . Peripheral route processing involves a low level of elaboration. 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. These include such users as those who know that they want an item, but do not know much about the detail of that item. or through our Agenda-Setting Theory. Elaboration Likelihood Model. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. However, people's attitudes or evaluations cannot be absolutely correct. Do your future self a favor and check out our course designed to help you achieve exactly that. When elaboration is higher, people use central route processing requiring conscious cognition. When you visit the site, Dotdash Meredith and its partners may store or retrieve information on your browser, mostly in the form of cookies. to learn about core concepts of UX design. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. Using the example from before, a soda-drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively-biased. 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. Therefore, the recipient isnt sure whether to agree or disagree with the message. Overview of the Elaboration Likelihood Model. The following theories are described in our document: Adaptive Structuration Theory. Organize the processes and Findings presented throughout, we use the elaboration Likelihood Model of persuasion explains. Functioned by triggering primitive states then you will process the decision with positive or negative cues or by using cues! This theory, there are also two routes to persuasion, which are called the systematic route peripheral! 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