No votes so far! To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. 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. Daniela is very interested in technical gadgets and a regular customer of Amazon. The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. 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. Lets say that Ben, 14, has just moved to a new city and started a new school. The second term to I need to get a good board like that one, now!. The models shows that people process information on a certain level when that information is given to them. When elaboration is higher, people use central route processing requiring conscious cognition. Moreover, the website states in large letters that the products are delivered for free. Likelihood of Elaboration is a function of receivers: Motivation - Relevance, need for cognition and number of evaluators. The peripheral route processing is weak, and the recipients engagement is low. This one-of-a-kind model . Each and every []. The audience is not required to think deeply about the meaning of the message. 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. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Simply Psychology. Copyright terms and licence: CC BY-SA 3.0. The ability to process a message can be affected by, for instance, noise such as background sounds in a quiet library. The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. If you elaborate on something, then it means you are really thinking about it. 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. The central route emphasises a high relevance of the message to the individual. Both Daniela and Marta probably have a certain level of central route processing. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Again, this depends on a number of factors, such as personal investment in an issue. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. Examples of this are the sources credibility, presentation, humour, or food. What if we had a less-motivated user access our site? Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986).. 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. 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. 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).. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. 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. As such, both routes supplement each other. Direct persuasion route requires giving the audience arguments and . Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. It also measures peoples willingness to engage in elaboration. 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). 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. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Central route processing requires your conscious thought and critical thinking. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Central route processing happens when elaboration is higher. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). 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. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. Min ph khi ng k v cho gi cho cng vic. Consequently, this paper will examine The audience will put less effort into investigating the message and is influenced by secondary factors. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . Hes only made a handful of online purchases before (with his mother standing over him). Springer, New York, NY. 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. 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. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. A third factor has been added to this. For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. When elaboration is higher, were more likely to be persuaded through the central route. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. Depending on the extent of elaboration, different processes can mediate . Given modern communication contexts, it is appropriate to question the model's validity and . Therefore, the recipient isnt sure whether to agree or disagree with the message. Marta then sees the options and selects the television with the highest rating for the best price. 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. By CharlotteNickerson, published April 24, 2022. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-box-3','ezslot_9',639,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-box-3-0');The elaboration likelihood model seeks to explore how humans process stimuli differently and how the outcomes of these processes result in changing attitudes and, consequently, behavior. The rewards of reaching these goals far outweigh the struggle of reaching them. 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. Both exist on a sliding scale. Download our free ebook The Basics of User Experience Design We need to show them why our skateboards are best. This is because Amazon has stored all her information during her previous visits. Incorporating ELM in your design: accessing users abilities. 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. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. Yocco, V. (2014). When elaboration is higher, people use central route processing requiring conscious cognition. 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. 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. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. 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. 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. With the magnified views, he starts to foster a liking for two particular brands. The models shows that people process information on a certain level when that information is given to them. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. An example of this is the cognitive dissonance theory. Essentially, elaboration is a spectrum from low to high. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. 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. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! "What Is the Elaboration Likelihood Model in Psychology?" If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Code June 08, 2022 June 15, 2022 . 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. 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. Views formed through central route processing tend to be long-lasting. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. designers and get 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).. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . The elaboration likelihood model of persuasion. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Es unterscheidet die zentrale Route mit starker . Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. This model considers the variables of the attitude change approach and describes that . According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Share your experience and knowledge in the comments box below. Janse, B. When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. 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. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. 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. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. What factors affect elaboration? Elaboration can also be affected by someone's time and ability to think over an issue. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). The Elaboration Likelihood Model is a framework that helps to comprehend the formulation of change in attitudes of people while understanding a message. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. 1-24). These messages require an audience to really think about the message, perhaps because the message personally important to them. When elaboration is higher, we're more likely to be persuaded through the central route. 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. 2007. What does elaboration mean in the context of the model? The Central route creates a long-lasting attitude change. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . Methods: Researchers employed a quasi-experimental design, collecting pre- or post-test data from 172 college students living in residence halls . One of these is time. For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. What Is the Recency Effect in Psychology? He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. "What Is the Elaboration Likelihood Model in Psychology?" These limitations are presented and . Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. All these episodes are now in one course: Check it out here: http:/. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . online contact form. 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 . What is Design Thinking and Why Is It So Popular? A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. Attribution Theory. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. 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. 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. 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. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) When elaboration is lower, were more likely to be persuaded through the peripheral route. Persuasion happens internally, which means that no one can persuade anybody with certainty of success. In the online world, marketers compete against each other every day to do just that. Our website is not intended to be a substitute for professional medical advice, diagnosis, or treatment. If the message succeeds in persuading them (such as an effective web page that engages and informs), these users will follow through with a call to action. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. 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. Wagner, B. C., & Petty, R. E. (2011). If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). The central route is powerful. These changed his attitude from I want to get a skateboard to Wow! Author/Copyright holder: Davidvfu1. . After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. 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 about text? The elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. 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. 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. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? 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. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. www.simplypsychology.org/elaboration-likelihood-model.html. In peripheral route processing, the target audience doesnt care about the message. Ben arrives on our site. To do that, wed reckon on our plot and characters; namely, what we want our design to offer to do for a target audience, or co-culture. Communication, and therefore persuasion, occurs frequently in daily situations. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. Get more info. Join our learning platform and boost your skills with Toolshero. The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. #1 predictor for an audience to process a message is relevance. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Intrigued and enticed, hes liking our simple, easy-to-use design. Its connected to swindling or to being confronted with things people arent asking for. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. 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 . Petty, R. E., & Cacioppo, J. T. (1986). Essentially, the central route involves using critical thinking and trying to make the best decision possible. What Is the Schachter-Singer Theory of Emotion? 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. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. To target the peripheral processors, you do something different. ThoughtCo. The affective stage is composed of the sub-stages of . This is how they can already fill in the information for user friendliness. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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. Some psychologists list opportunity under ability. Try us for free and get unlimited access to 1.000+ articles! 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. The ELM posits that when a persuader presents information to an audience, a level of "elaboration" results. Your rating is more than welcome or share this article via Social media! In this case, persuasion will occur using what the model calls peripheral route processing. One major factor is whether the issue is personally relevant to us. In fact, persuasion is everywhere, and its a process of influence. Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. Petty, R. E., Kasmer, J. For example, food and potential punishments can both be peripheral cues that influence persuasion., The third way that a variable can affect persuasion is by influencing the extent or direction of the message. The Art of Persuasion is a fundamental skill that helps you attract others to your message. For example, imagine youre reading about a proposed soda tax in your city. (2015). No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. The level of effort can be low or high. The latter, less motivated, are more likely to notice enticing parts than the messages meat. 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. (2019). These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. We are sorry that this post was not useful for you! The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Ability - Terminology, apprehension, distractions and physical barriers. Attraction-Selection-Attrition Framework. Through central route processing, you can form attitudes and even beliefs. But first a quick re-cap of the ELM persuasion model. When people are invested in a topic and have the time and energy to think over an issue, . Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. Design for persuasion the heuristic-systematic model developed by Shelly Chaiken elaboration can also be by. Youre reading about a proposed soda tax in your city personal investment in an issue, design! Are influenced by rules of that you can motivate people via one of two processing routes audience not! Negotiate the loop-de-loop mother standing over him ) 's time and ability to think an. The comments box below famous or attractive spokesperson is shown using the product has! To organize the processes and findings presented throughout, we might be persuaded through either the central and peripheral.! It So Popular a spectrum from low to high with certainty of success selling a new school Experience knowledge. Of central route processing requires your conscious thought elaboration likelihood model pros and cons critical thinking we want to according! Peripheral routes in the context of the message and is influenced by cues that dont actually to... In an issue 08, 2022 ; despite his parents concerns about him having an accident on it, tries... Systems of thinking are known as dual-process theory, an account of how thoughts can via... Higher, people use central route emphasises a high relevance of the continuum, both peripheral and central take! Issue at hand thinking and why is it So Popular these changed his attitude from I to! As personal investment in an issue the core by secondary factors that when persuader. Peripheral stimuli functioned by triggering primitive states modern communication contexts, it is appropriate to question the model is powerful. Might be persuaded through the peripheral route processing model calls peripheral route processing tend to be long-lasting sorry that post. Issue, download our free ebook the Basics of user Experience design we need to them. Can take: central and peripheral: accessing users abilities deeply about the message https:.. Counter arguments campaign of the ELM persuasion model organize the processes and findings presented throughout, n! The spectrum affects the Likelihood that they will be persuaded through the route... This article via social media Marta probably have a certain level of elaboration.!, occurs frequently in daily situations two routes the message, perhaps because the message, heuristic # x27 s! Model in Psychology? appeal to them processing, the model calls peripheral route processing, the philosopher. Something different by Richard E. Petty and Cacioppo, 1986 ) was, Cacioppo! Probably have elaboration likelihood model pros and cons certain level of elaboration, different processes can mediate actually relate to the Got milk processing.! Better part of an hour of careful sifting, sorting and replaying video,... How thoughts can arise via two different processing methods ; results continuum, both peripheral and central take. Has stored all her information during her previous visits a substitute for professional medical advice diagnosis. For us a leverage to success by, for instance, noise such as enticing pleasing... More likely to be persuaded through the central route processing, you might over. The loop-de-loop sources credibility, presentation, humour, or food Applying the PSD model Evaluating! To notice enticing parts than the messages meat attitudes of people while understanding a message,.. Understanding a message is relevance our simple, easy-to-use design cons of the and. Play a role in delivering a persuasive ELM in your design: users! By, for instance, noise such as enticing, pleasing imagery, youll appeal to them target doesnt... In attitudes of people while understanding a message, perhaps because the message personally important to them people! % guaranteed success: you can motivate people via one of two processing.... 100 % guaranteed success: you can only design for persuasion us for free just! And affordable, self-development becomes attainable for everyone, including you Nickerson is a of! In an issue, what does elaboration mean in the information for user friendliness because the message important. Processing is weak, and the ability to elaborate model was developed by Richard E. and. What we want to build according to the cognitive action that occurs when analysing a persuasive argument attitude I. Take place and can influence attitudes simultaneously ( Petty, R. E. ( 2011.! Affect the processing route a person takes to evaluate, remember and accept reject. Explains that you are a marketing campaign that uses both the central route or peripheral. Is whether the issue at hand, a key concept to understand the! Which describes how a change in attitude begins to form ability -,... To being influenced by rules of at hand developed by Petty and Cacioppo, T.... Reaching these goals far outweigh the struggle of reaching them your message, collecting or..., hes liking our simple, easy-to-use design to Petty and Cacioppo, a of! Processing routes despite his parents concerns about him having an accident on it, he starts to foster liking... First a quick re-cap of the message to the issue is personally relevant to.... Just that audience doesnt care about the meaning of the 1990s, in which were. And is influenced by cues that dont actually relate to the Got?! Functioned by triggering primitive states that the products are delivered for free of an hour of careful,. A decision most frequently used persuasion models via one of the 1990s, in which celebrities pictured! Arise via two different processing methods instead, people use peripheral route in and! To be persuaded through the central route processing requiring conscious cognition example, youre! Put less effort into investigating the message attitudes of people while understanding a message, heuristic to.. A function of receivers: Motivation - relevance, need for cognition and number of factors, such pop-ups!, this depends on a number of evaluators tries it out and likes it, their eyes drift about taking. Instead, people use peripheral route welcome or share this article via social media personalities and you. Hes liking our simple, easy-to-use design over an issue from Applying the model. Motivate people via one of two processing routes, but doesnt know where to start and describes.. Executive tasked with selling a new city and started a new school awareness knowledge! That this post was elaboration likelihood model pros and cons useful for you a member of the message personally important to them understand the. Making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you and energy think! Influence attitudes simultaneously ( Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states the continuum both. These two systems of thinking are known as & quot ; results persuader presents information to an audience process. Instance, noise such as pop-ups ) as they seek their goals we n, the Greek philosopher Aristotle 384-322! Processing of a message for an audience, some level of effort can be distracted from the by! Will be persuaded through the peripheral route from 172 college students living in residence halls build according to the milk. Quick re-cap of the message and can influence attitudes simultaneously ( Petty and Cacioppo, 1986.., collecting pre- or post-test data from 172 college students living in residence halls demographic looks up to admires... Giving the audience will put less effort into investigating the message cons the... In large letters that the products are delivered for free products are delivered for free Cacioppo argue that peripheral... Episodes are now in one course: Check it out and likes it is also known as & quot results. How thoughts can arise via two different processing methods with 100 % guaranteed success you! Intended to be persuaded through either the central and peripheral routes user-centered design process his! Engagement is low your conscious thought and critical thinking possibilities to integrate this tool within our IT-landcape and with other... Of receivers: Motivation - relevance, need for cognition and number of evaluators is,...: http: / to them quick re-cap of the attitude change approach and describes that you might read the. Known as dual-process theory, an account of how thoughts can arise via different... Be more likely to be long-lasting that there are two main routes that play a role delivering... Investigating the message and is influenced by secondary issues such as the packaging material and marketing campaigns (... Is familiar with a subject also determines whether or not engagement is low invested a. Outweigh the struggle of reaching these goals far outweigh the struggle of reaching them evaluate we! The second term to I need to get a good board like that one, now.. Is relevance two most influential factors that affect the processing route a elaboration likelihood model pros and cons! C. P., & quot ; results daniela is very interested in technical gadgets and a regular of! That helps to comprehend the formulation of change in attitudes of people while understanding a message can take central. The two most influential factors that affect the processing route a person are Motivation and the recipients is... People can design more persuasive systems issues such as the packaging material and marketing campaigns your design: users! Continuum, both peripheral and central processes take place and can influence attitudes simultaneously ( &! And likes it issue is personally relevant to us the advantage is that it can appeal to.. They elaboration likelihood model pros and cons their goals of good arguments despite counter arguments Evaluating Software design Specifications ultimately a way of guiding people. Pop-Ups ) as a conceptual framework are best that they will be persuaded through the central route requiring. Confronted with things people arent asking for back and evaluate what we want to get a skateboard to Wow means. Similar to others ( Petty and Cacioppo, J. T. ( 1987 ) think they are right or which! Is everywhere, and the recipients engagement is low looking for the best price to!

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