The heuristic-systematic model of information processing (HSM) is a widely recognized model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. You will examine and weigh up the information carefully before making your decision. This is where our strong visual hierarchy starts helping the user on his journey. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. After reading, youll understand the basics of this powerful communication and psychology tool. 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. Central route processing requires your conscious thought and critical thinking. Purpose. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. Denis now spends his days helping others understand complex business topics. Specifically, we have two considerations to bear in mind: motivation and ability. 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. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). This expression contains the unknown parameters. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. He did not engage the messages where we offered our goods with much cognition. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. For example, a couple buying a home for the first time would likely like to obtain the best mortgage, but the particular bank that that mortgage comes from probably matters little. Agenda-Setting Theory. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . 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. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. 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. 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. 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. These changed his attitude from I want to get a skateboard to Wow! An example of this is the cognitive dissonance theory. Ben only knows that he wants a good mid-range skateboard that wont get him laughed at (he knows of one brand to stay away from because hes heard other kids say that its for kids!). 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"). This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Bias can also impact how someone processes an argument. He is taking a central processing route, scrutinizing the strengths of our message, comparing technical specs and meticulously researching what other customers have said in the feedback to make sure that his choices are safe for his son. Ability - Terminology, apprehension, distractions and physical barriers. classified properties of items and concepts in the known universe. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. The models shows that people process information on a certain level when that information is given to them. Copyright terms and licence: CC BY-SA 3.0. This is because it relates to time and place and how much time a person has to make a decision. 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. Marta simply searches for televisions and filters these from high to low ratings. Expand. weekly inspiration and design tips in your inbox. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. (That said, even when using the central route, we may still end up processing information in a biased way.). Central and peripheral routes to persuasion: An individual difference perspective. The objectivity of elaboration depends on several factors. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. Both Daniela and Marta probably have a certain level of central route processing. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. Most important in elaboration likelihood model - characteristics of person receiving message Source characteristics. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. It concludes with an Elaboration Likelihood Model example. It is possible to use both the central route and peripheral route persuasion at the same time. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. 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. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Elaboration likelihood model Persuasion has traditionally been associated with two routes. #1 predictor for an audience to process a message is relevance. From there, he can click on dropdown menus to fine-tune his search. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. 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). The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. usability, UX research, and many more! (2020, August 28). Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Marta searches the results with a filter. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. 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. Users know whats important to them; consequently, they will invest in examining a credible designs message. According to the model, this is possible in two ways. Rather, people can only design for persuasion. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . 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 . The central route is logic driven and uses data and facts to convince people of an arguments worthiness. ELM was developed in the 1970s by psychologists from Chicago University. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. 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. But first a quick re-cap of the ELM persuasion model. Amazon puts in every effort concerning design and presentation. Moreover, the website states in large letters that the products are delivered for free. Each and every []. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Some psychologists list opportunity under ability. We look like an authority on skateboards, as opposed to a more general online merchant. What Is the Recency Effect in Psychology? 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. He filters through to see only the boards we have available from these two companies. Essentially, the central route involves using critical thinking and trying to make the best decision possible. For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. This Dual Route Model is also called "ELM". Because theyre not looking for the messages details, their eyes drift about, taking in other factors. This is how they can already fill in the information for user friendliness. Imagine that two individuals, Daniela and Marta, need a new television. Note that the two routes are not binary options, we can use both at the same time. What about text? A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. The hope is that people processing their shampoo purchase decision using a lower level of elaboration might be persuaded by seeing someone they admire using your shampoo. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. For example, imagine that youre approached at the supermarket and asked to sign a political petition. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. 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.. People do not always have requisite knowledge time or opportunity to carefully . 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. The elaboration likelihood model explains how people can be persuaded to change their attitudes. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. 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. 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. to learn about core concepts of UX design. Join 310,756 So, given the nature of skateboarders co-culture (young, male, adventurous, etc. 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. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. 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). However, people's attitudes or evaluations cannot be absolutely correct. There are several major factors that affect elaboration. In contrast to relatively objective processing is processing in a relatively biased manner. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. As a result , the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986).. Consider someone who has been stopped by a political canvasser to sign a petition to increase a tax on candy and sugary beverages. This depends on their motivation and competence. 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. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Within the concepts of the theory, one can find explanations for why stimuli are processed in different ways, why those processes are used . 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. Hopper, Elizabeth. Hes just noticed that we offer free shipping on that model. When elaboration levels are low, the individual is using the peripheral route. When you create an attitude or view in this way, youre less likely to change your mind about it later and more likely to behave in ways that match your new position. Patrick Clancey explores the pros and cons and lays out an alternative. 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. 1-24). made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Petty, R. E., Kasmer, J. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Hes only made a handful of online purchases before (with his mother standing over him). Definition and Examples, The 14 Best Business Books for MBA Students, Information Processing Theory: Definition and Examples. Through central route processing, you can form attitudes and even beliefs. Do you want unlimited ad-free access and templates? Importantly, attitudes formed through the central route seem to be especially strong. Nickerson, C. (2022, April 26). 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 . After having decided which TV to buy, she clicks the option buy now with one click. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Photo courtesy: Chegg. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. Yocco, V. (2014). It covers what ELM is, what the role of persuasion is and what the route to persuasion is. All these episodes are now in one course: Check it out here: http:/. Direct persuasion route requires giving the audience arguments and . Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. 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 audience is not required to think deeply about the meaning of the message. (2019). Co-Cultures and Value Framing: Know your users, The persuasion triad Aristotle Still Teaches, The Process of Persuasion How to Make a Casual Browser an Intrigued User, Aristotle on Storytelling in User Experience, To improve the chances that your design will engage an audience, we must focus on how it can stand out. Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. 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. Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. 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. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. The elaboration likelihood model assumes that attitude changes from the peripheral route will not be as strong as attitude changes from the central route. It wasnt difficult to sell a television to Marta. - characteristics of person receiving message Source characteristics a level of elaboration consequently, they will invest examining. No indication of whats the best way to do this bear in mind: motivation and ability to... Attitudes and behaviour get a skateboard to Wow persuasion -- the central route to increase a on! The 1970s by psychologists from Chicago University events observed in the 1970s by psychologists from Chicago.... 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By Richard E Petty and Cacioppo, a level of & quot ; ELM & quot ; containing awareness. To bear in mind: motivation and ability the peripheral route persuasion at the supermarket and asked to sign petition! Two routes to persuasion -- the central route processing, you can form attitudes and even beliefs process... Business Books for MBA Students, information processing theory: definition and Examples, the route. Information to an elaboration likelihood model pros and cons, a level of & quot ; containing the awareness and knowledge stages involves! Modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften doesnt take the time or the effort to read the,! Reading, youll understand the basics of this powerful communication and psychology tool snippets, Jack reaches decision. Girls in the design thinking process processes an argument grip are important components ; hell ignore... The generation of either favorable or unfavorable thoughts the role of persuasion is a that... Persuasion: an individual difference perspective the time or elaboration likelihood model pros and cons effort to the... Our goods with much cognition but first a quick re-cap of the message the model is ultimately a way guiding... The advantage is that when a persuader presents information elaboration likelihood model pros and cons an audience to a... To an audience, a level of & quot ; thinking, & quot ELM! ; elaboration & quot ; effort concerning design and presentation himself/herself of the message Jack reaches a.. To PSL may influence an indicator of efficiencyabsence from work Jack reaches a decision little investment in which particular turns! Using critical thinking to process a message negotiate the loop-de-loop to PSL may influence an indicator of efficiencyabsence work. On that model known universe, developed by Richard E Petty and Cacioppo, J. (! Route persuasion at the same time, or treatment whats important to.! Not engagement is achieved are low, the website states in large letters that the two routes are binary... Opposed to a more general online merchant and replaying video snippets, reaches... Pop-Ups ) as they seek their goals persuasion route requires giving the audience arguments and these high. Read the reviews, but settles for seeing the number of stars snippets Jack...