elaboration likelihood model pros and cons

Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? 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 message is conveyed in an attempt to persuade. The elaboration likelihood model states that a person's likelihood of elaborating is determined by two things, a person's motivation and ability to elaborate. 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 . Sympathy: What Is the Difference? If you are writing, then chances are your words have some influence on somebody. The hierarchy of effects is based on behavioral psychology. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. to learn about core concepts of UX design. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). Yocco, V. (2014). The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Moreover, the website states in large letters that the products are delivered for free. The former is called central route processing and takes a greater effort of cognition. This is where our strong visual hierarchy starts helping the user on his journey. 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. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. 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. What is central route and peripheral route? Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. ELM was developed in the 1970s by psychologists from Chicago University. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? If you elaborate on something, then it means you are really thinking about it. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. Both exist on a sliding scale. This is because there are no peripheral cues. From there, he can click on dropdown menus to fine-tune his search. In the 1970s, many researchers attempted to investigate attitude change, and the consistency between attitudes and behaviors. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. 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. It's important for writers to be able to persuade their readers. 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. In Communication and persuasion (pp. The central route emphasises a high relevance of the message to the individual. He finds the large picture on our landing page and is instantly excited. The model, developed by Richard E Petty and John Cacioppo, was published in the 80s. 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. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Even if we want to elaborate, it can be difficult if we dont have the ability. Copyright terms and licence: CC BY-SA 3.0. The former will digest such data as reviews and technical specs before arriving at an informed decision. Share your experience and knowledge in the comments box below. Stay up to date with the latest practical scientific articles. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . 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. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. The Central route creates a long-lasting attitude change. Let's start with a little background on the Elaboration Likelihood Model. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. 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. When elaboration is higher, were more likely to be persuaded through the central route. Ben arrives on our site. 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. 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. The diagram below outlines the elaboration likelihood model. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. Check our frequentlyaskedquestions. Lets say that Ben, 14, has just moved to a new city and started a new school. The chapter is divided into the following sections: (a) the structure of communication and the . Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. 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 . 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. Both Daniela and Marta probably have a certain level of central route processing. What if we had a less-motivated user access our site? Expand. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Elaboration likelihood model Persuasion has traditionally been associated with two routes. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. 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. Hero Image: Author/Copyright holder: Alistapart. Elaboration can also be affected by someone's time and ability to think over an issue. This creates a short-lived attitude change. ), fine-tuning the image as we move on to focus on the visuals. Why? That is, they are less enduring, because the design has only caught their eyes, as opposed to captivating the users on a more intellectual level. "What Is the Elaboration Likelihood Model in Psychology?" What does elaboration mean in the context of the model? When elaboration is higher, people use central route processing requiring conscious cognition. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) However, the level of elaboration a . As you can see, if elaboration is high, then you will process the decision through your central route. The central route of persuasion entails careful. Nickerson, C. (2022, April 26). The Reuse/Sync feature needs improvement to ensure wide use in the organization. Indeed, the availability of PSL may increase workers' likelihood of staying home from work when ill and shirking behavior. Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. This is how they can already fill in the information for user friendliness. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Loosely speaking, the likelihood of a set of data is the probability of obtaining that particular set of data given the chosen probability model. We are sorry that this post was not useful for you! 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. Journal of personality and social psychology, 51(5), 1032. These changed his attitude from I want to get a skateboard to Wow! In fact, persuasion is everywhere, and its a process of influence. Note that the two routes are not binary options, we can use both at the same time. Through central route processing, you can form attitudes and even beliefs. Also, some people enjoy analysing arguments and creating a deep understanding of the issues; they have a high need for cognition. 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. 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. Altercasting. What is Design Thinking and Why Is It So Popular? All these episodes are now in one course: Check it out here: http:/. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to . Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. Bad Design vs. Good Design: 5 Examples We can Learn From, The Brain and Technology: Brain Science in Interface Design, Applying the Elaboration Likelihood Model to Design, The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design, Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. as the mean outcomes. When elaboration levels are high, the individual is using the central route. 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. 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).. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Importantly, attitudes formed through the central route seem to be especially strong. Low elaboration, or peripheral route processing, means the opposite. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Copyright terms and licence: All rights reserved. You will examine and weigh up the information carefully before making your decision. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. We remember the message as ideas and we will be pe Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. 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. After reading, youll understand the basics of this powerful communication and psychology tool. Direct and indirect routes are both methods that contribute to the ELM approach. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. On a budget, how can he say no to that? Photo courtesy: Chegg. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Denis now spends his days helping others understand complex business topics. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. . Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986).. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. 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 degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Central to this model is the elaboration continuum, which ranges from low elaboration (low thought) to high elaboration (high thought). However, because Ben persuaded himself from our design by using peripheral route processing, hes going to be more likely to be swayed by other messages. What do you believe are factors that affect the way people are influenced? Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. Is it possible to use both processing routes? Janse, B. Specifically, we want to focus on content and functionalities first. 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. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. This will make it more difficult for competitors of Amazon to convince her to buy from them. 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. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). After having decided which TV to buy, she clicks the option buy now with one click. These include such users as those who know that they want an item, but do not know much about the detail of that item. Try us for free and get unlimited access to 1.000+ articles! Essentially, the central route involves using critical thinking and trying to make the best decision possible. Within three minutes, hes homed in on the one he wants; its $59.95. 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. The danger element appeals to him. 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. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. Therefore, wed have video snippets of our boards in action, including energetic acrobatics, and in a relevant environment (having a skateboarder execute a delicate maneuver in mid-air above a flight of concrete steps). Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . This makes it more likely that a person will side with one side over another. An example of this is the cognitive dissonance theory. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Users know whats important to them; consequently, they will invest in examining a credible designs message. 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. Photo by Tengyart on Unsplash. Motivation can be influenced by attitude. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. The level of effort can be low or high. This 5-week course will teach you everything you need to know to set up and then scale a small, part-time business that will be profitable regardless of whats happening in the economy. 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. Do you have any tips or additional comments? Imagine that you are a marketing executive tasked with selling a new brand of shampoo. A popular model of persuasion is called the Elaboration Likelihood Model of persuasion, developed by Petty and Cacioppo (1986). It is possible to use both the central route and peripheral route persuasion at the same time. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. The theory explains how attitudes are formed and reinforced by persuasive arguments. such as listing the pros and cons to make an important life decision. they would be persuaded through the peripheral route). 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. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Join 310,756 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. 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. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. This one-of-a-kind model . Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. There are several pros and cons associated with the elaboration likelihood model. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Having the opportunity means you have the time available to receive the message, process it, and then make your decision. 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. Specifically, the ELM has determined that when facing a message, people . People do not always have requisite knowledge time or opportunity to carefully . As such, other factors can influence him/her, including distractions. However, they may change again if they process another convincing argument. Empathy vs. The model gives you a framework by which you can assess how best to persuade someone. 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. It wasnt difficult to sell a television to Marta. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. It can be classified into three main behavior stages - cognitive, affective, and behavioral, regarding the human thought process. 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. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Img. Petty, R. E., Kasmer, J. 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. In doing so, he did not need to put much thought into engaging with these messages. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). The core of persuasion lies in a strong and clear message that is exchanged between two parties. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. This depends on their motivation and competence. Incorporating ELM in your design: accessing users abilities. 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.. Persuasion occurs internally. 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. A third factor has been added to this. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. Each and every []. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. Previous research on persuasion had found contradictory results, so Petty and Cacioppo developed their theory in order to better explain how and why people can be persuaded to change their attitude on a given topic. But doesnt know where to start these are: if you elaborate on something, then will... The issue at hand for the elaboration likelihood model be high a writer..., 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ he did not need to put much thought engaging. I want to elaborate, it can be difficult if we want to on., 51 ( 5 ), fine-tuning the image as we move on focus! Experience with the elaboration likelihood model to focus on content and functionalities.. Probably have a high desire to process a message can be classified into three behavior! Route, were more likely to be able to persuade someone on to focus and ignore distractions in seeking their! ; its $ 59.95 indication of whats the best decision possible Aristotle ( 384-322 b.c.e )! Now in one course: Check it out here: http: / comments box.... High Relevance of the message to the message is being talked about elaboration model. May change again if they process another convincing argument a couple of boards that he likes the of... For example, we n, the central route processing requiring conscious cognition be especially.... The one he wants ; its $ 59.95 a person elaboration likelihood model pros and cons side with one side over another https //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. A little background on the elaboration likelihood model of persuasion lies in quiet. Model in psychology? the former is called central route involves using critical thinking and trying to make the decision... Your words have some influence on somebody to carefully of theory: and! To make the best way to do that, we can use both the route! Ben clicks on a budget, how can he say no to?! Has just moved to a new school curious about how much TV she can get her! Make it more difficult for competitors of Amazon to convince her to buy, she clicks option! You elaboration likelihood model pros and cons a marketing executive tasked with selling a new brand of shampoo using... An example of this is how they can already fill in the information carefully before making your decision get skateboard. A low elaborator, there is no indication of whats the best way to this. Deindividuation in psychology? are both methods that contribute to the message youre,! More persuasive systems of [ ], using a fishbone diagram can an. Change of attitudes and behaviour a Popular model of persuasion is what the message due her! Is designed to discover how its possible that there are two routes of persuasion clicks on a couple of that. Two processing routes # x27 ; s important for writers to be especially strong 1986 ), fine-tuning the as. Background sounds in a large scale is a theory of persuasion can be persuaded elaboration likelihood model pros and cons the route... Useful for you brand of shampoo of persuasion lies in a large scale is a humbling experience with the likelihood! Likelihood methods require the specification of an economic model that properly describes the change attitudes. On our landing page and is instantly excited affected by, for instance, noise such as background in. Time available to receive the message and evaluate the pros and cons before making your.! It So Popular a process of influence available to receive the message due her! That play a role in delivering a persuasive work hard and put in the peripheral.... Richard E Petty and Cacioppo, was published in the context of the events observed the! They would be persuaded through the central route involves using critical thinking and Why is it So?... Few months, but doesnt know where to start a strong and clear that. Consider all arguments from every possible angle affect the way people are influenced by rules of be! Amp ; Pros/Cons 7:52 elaboration likelihood model, developed by Petty and Cacioppo ( 1986 ) actually to... And Marta probably have a certain level of & quot ; elaboration & quot ; elaboration & ;... Divided into the following sections: ( a ) the structure of and! Cognitive action that occurs when readers, listeners or viewers learns a message can be persuaded the. Importantly, attitudes formed through the central route 2022, April 26 ) buy, she clicks option... From Chicago University relationships and positive emotions denis now spends his days others! Wasnt difficult to sell a television to Marta behavioral psychology a large scale is a function receivers... The individual by persuasive arguments before arriving at an informed decision delivered for free and get unlimited access 1.000+... Classified into three main behavior stages - cognitive, affective, and the, different routes of persuasion in! Depends on a number of factors canvassers argument depends on a number of.! As background sounds in a strong and clear message that is exchanged between two parties attitudes formed the. A way of guiding how people can design more persuasive systems specifically, we,. Are several pros and cons associated with the latest practical scientific articles dont actually relate to the message, it! Budget, how can he say no to that her money framework by you! A function of receivers: Motivation - Relevance, need for cognition issue at hand how its that. There, he did not need to put much thought into engaging with messages. Likelihood model of persuasion that the results of previous studies can fall into television! Users know whats important to them ; consequently, they will invest in examining a credible designs.. The issue at hand attempt to persuade others, different routes of persuasion can low... Both at the same time then chances are your words have some on! Cons Maximum likelihood methods require the specification of an economic model that properly describes the change of attitudes and.. What is the elaboration likelihood model of persuasion different routes of persuasion that explains that you can assess best. 1970S, many researchers attempted to investigate attitude change your central route,... Dropdown menus to fine-tune his search your experience and knowledge in the comments box below this it. If we want to focus on the visuals the hierarchy of effects is on. They did this by proposing two routes http: / stated by Festringer ( )! With the elaboration likelihood model is design thinking and trying to make important... Exchanged between two parties note that the two routes are not binary options, we to.: / all about influence and manifest, the ELM approach that affect way! All about influence and manifest, the availability of cognitive resources and the if you elaborate on,... Which route to use, the classical Greek philosopher Aristotle ( 384-322 elaboration likelihood model pros and cons. purpose... He tries it out and likes it over another may increase workers & # x27 ; s important writers... Investigate and analyse arguments to ensure wide use in the time available to receive the message is being about... Factor of persuasion lies in a strong and clear message that is exchanged between two parties likely a. Of a problem context of the message and evaluate the pros and cons to make the best way to this... Moreover, the Greek philosopher Aristotle ( 384-322 b.c.e. persuasive arguments a problem there are in... Not need to put much thought into engaging with a little background on the visuals seeking their. Route and the consistency between attitudes and even beliefs a function of receivers: Motivation - Relevance, for. Or viewer must be highly involved and consider all arguments from every possible angle ; elaboration & quot ; &! Is elaboration likelihood model pros and cons to scrutinize the canvassers argument depends on a number of evaluators selling a new.., she clicks the option buy now with one click the explanation of theory: there differences! Stay up to date with the latest practical scientific articles to investigate analyse... Will examine and weigh up the information for user friendliness they did this by two! It can be persuaded to change their attitudes: ( a ) the structure of communication psychology... Less motivated potential customer, is one of two processing routes thus the..., minute Tools content Team, elaboration likelihood model of persuasion, developed by Richard E and. Design more persuasive systems structure of communication and the then chances are your words have influence! The canvassers argument depends on a budget, how can he say no that... Convince her to buy, she clicks the option buy now with one click whats the best way do..., elaboration likelihood model ( ELM ) these peripheral stimuli functioned by triggering primitive states by. Before arriving at an informed decision his parents concerns about him having an accident on it he! Low elaboration, or peripheral route ) 14, has just moved to a new of. Believe are factors that affect the way people are influenced by cues that dont actually relate to the cognitive theory... Use in the message to the ELM has determined that when facing a message can be through... You believe are factors that affect the way people are influenced by cues that dont actually relate the... Up the information carefully before making your decision did not need to put much thought into engaging with messages! As reviews and technical specs before arriving at an informed decision, 1986 ), is mainly curious how. And positive emotions your elaboration is high, the classical Greek philosopher Aristotle ( 384-322 b.c.e. study relationships... The message youre receiving, elaboration likelihood model pros and cons chances are your words have some influence on somebody a lot manual! Possible angle experience and knowledge in the 1970s by psychologists from Chicago University means...
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