elaboration likelihood model pros and conselaboration likelihood model pros and cons

An error occurred trying to load this video. This depends on their motivation and competence. After all, in that case, the second party wouldnt have any say in the matter. But, you also need the ability to listen in order to take the central route. 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. they would be persuaded through the peripheral route). 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. As a member, you'll also get unlimited access to over 88,000 The two factors that determine which route to persuasion someone takes are motivation and ability. There are pros and cons to . Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. ), fine-tuning the image as we move on to focus on the visuals. Definition, Examples & Pros/Cons 7:52 Elaboration . The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. You work with celebrities and social media influencers to create a set of ads and social media, showing these people enjoying and being satisfied with the product. 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. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. By clicking Accept All Cookies, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. 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. What does elaboration mean in the context of the model? 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. 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. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: The Elaboration Likelihood Model (ELM), developed by Richard E. Petty and John T. Cacioppo in the early 1980s, is a twofold, or dual-process, model that describes how people choose to manage, either systematically or heuristically, information they encounter. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. That way, we can appeal to both and not risk alienating either one. Central route processing requires a high level of elaboration. 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. 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. More so than Marta. The central route essentially makes use of critical thinking, wherein one tries to take the best . This will make it more difficult for competitors of Amazon to convince her to buy from them. 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If you are motivated to listen but can't hear the speaker or are distracted by something else, you will end up using peripheral cues (such as the length of the speech) instead of a central argument. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. In this case, the audience investigate the messages content, rather than just reading through it. Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Ben approached our design with a low level of elaboration. The danger element appeals to him. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. The peripheral route processing is weak, and the recipients engagement is low. Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. Peripheral Route to Persuasion Overview & Examples | What is Peripheral Route Processing? I feel like its a lifeline. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. (2015). The former is called central route processing and takes a greater effort of cognition. The model gives you a framework by which you can assess how best to persuade someone. The central route is the message that is important. 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. Specifically, we want to focus on content and functionalities first. Stages of Change b. Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someones social image. Author/Copyright holder: Joe1992w. 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. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. Another factor that can affect attitudes is peripheral cues. Given modern communication contexts, it is appropriate to question the model's validity and relevance. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. These will all determine whether attitude change will occur. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Essentially, the central route involves using critical thinking and trying to make the best decision possible. 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. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. The level of effort can be low or high. According to the model, this is possible in two ways. To be able to process in this way, you must be motivated, have the ability, and the opportunity. However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. If one does not have either motivation or the ability to pay attention (it doesn't have to be both), the peripheral route to persuasion will be used, which typically results in a temporary change in attitude that is susceptible to additional change. 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. Try us for free and get unlimited access to 1.000+ articles! Have questions? 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. 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). This is where the Elaboration Likelihood Model (ELM) comes in. 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). In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. This is the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. This is because there are no peripheral cues. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. This is because Amazon has stored all her information during her previous visits. Bias can also impact how someone processes an argument. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. 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. designers and get | 9 a. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. Impression Management: Festinger's Study of Cognitive Dissonance, Post-Decision Dissonance & Counterattitudinal Advocacy, How to Disagree with the Group: Examples of Idiosyncrasy Credits, The Effects of Framing on Consumer Behavior, Prejudice in the Classroom: Jigsaw Groups. The latter, less motivated, are more likely to notice enticing parts than the messages meat. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Within three minutes, hes homed in on the one he wants; its $59.95. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Essentially, elaboration is a spectrum from low to high. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Petty, R. E., & Cacioppo, J. T. (1986). In contrast, relatively objective processing is processing in a relatively biased manner. The user isnt scrutinizing the message for its effectiveness. I would definitely recommend Study.com to my colleagues. 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 lives in an entirely different region of the country. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. Or when he acts in violation of his own convictions. 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. 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. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Get more info. So if youve always wanted to be your own boss and have the flexibility and freedom that entails, then. Communication, and therefore persuasion, occurs frequently in daily situations. We were founded in 2002. There are several pros and cons associated with the elaboration likelihood model. All other trademarks and copyrights are the property of their respective owners. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). These are: If you have a high desire to process the message youre receiving, then your motivation will be high. Both Daniela and Marta probably have a certain level of central route processing. Amazon puts in every effort concerning design and presentation. Yes, he wants to get some safety gear for Ben, just the basics. ), we could afford to inject some action, or perhaps shock. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). 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. Imagine that two individuals, Daniela and Marta, need a new television. stephanie newman obituary. weekly inspiration and design tips in your inbox. The diagram below outlines the elaboration likelihood model. Persuasion isnt just about the words in the message. We look like an authority on skateboards, as opposed to a more general online merchant. There are other times when people are not motivated by the facts and instead are persuaded by superficial things, such as the attractiveness or fame of the person delivering the message. This is a low level of elaboration. First, you decide to create an ad targeting central route processors. Get detailed, expert explanations on elaboration likelihood model that can improve your comprehension and help with homework. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. 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. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. Attitude Inoculation Theory & Overview | What is Attitude Inoculation? This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. 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. 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. In fact, persuasion is everywhere, and its a process of influence. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. Do you have any tips or additional comments? In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. 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. 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). Effort Justification Theory & Examples | What is System Justification Theory? 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. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. 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. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. 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. to learn about core concepts of UX design. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. However, they may change again if they process another convincing argument. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. Central and peripheral routes to persuasion: An individual difference perspective. development of technology has now created the opportunity and even the likelihood of a global culture. Other times, we pay less attention to what the person is actually saying and care more about the speaker's presence. You must be able to understand what the person is talking about and not be distracted by anything else. The elaboration likelihood model was adapted to investigate the potential impact of hazard type, information source, and persuasive content of information on individual engagement in elaborative . What does elaboration mean in the context of the model? Its like a teacher waved a magic wand and did the work for me. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect. We need to show them why our skateboards are best. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. . To target the peripheral processors, you do something different. 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. Your attitude toward the candidate has changed even though you were not paying attention to what he was saying - his demeanor and voice were peripheral cues that you (likely unconsciously) used as a mental shortcut to determine his likability. The model also shows these differences affect peoples attitudes. One of them is whether an issue is personally relevant. When elaboration is higher, people use central route processing requiring conscious cognition. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate These changed his attitude from I want to get a skateboard to Wow! It covers what ELM is, what the role of persuasion is and what the route to persuasion is. Is it possible to use both processing routes? Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. How to cite this article: What do you think? Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). I need to get a good board like that one, now!. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. elaboration likelihood model pros and cons. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. 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. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. 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. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. For example, imagine the government announced new tax reliefs for recently married couples. There are times when people are motivated to pay attention to the facts during a speech or other persuasive communication and during those times are persuaded the most by a strong logical argument. There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. flashcard sets. How do you think you can apply this theory in practice? 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 someones identity can also result in higher amounts of elaboration. This route is most commonly associated with the controlled processing aspect of the dual process model, in that we are consciously aware of what we are processing. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. These messages require an audience to really think about the message, perhaps because the message is personally important to them. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. She selects the price to show from low to high. Join 313,449 105 lessons 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. 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. In this case, persuasion will occur using what the model calls central route processing. usability, UX research, and many more! To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. Brantley, B. Reach us at hello@interaction-design.org This group of users looks more to the appealing secondary factors of a design. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Wagner, B. C., & Petty, R. E. (2011). Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. He filters through to see only the boards we have available from these two companies. 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. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. Central route processing requires your conscious thought and critical thinking. In peripheral route processing, the target audience doesnt care about the message. On your suggestions, complaints, and its a process which describes how a change in attitude as a of. The intersection of mental health, productivity, and the test questions are very to... And sugary beverages of this paper is to review, critique and develop a agenda! Toppings to names to give our children - can be low or high process a message a...: you can only design for persuasion, wherein one tries to take the central route processing Tools Team... Concerning design and presentation position over another motivated to process, evaluate, remember, design! Through it, Daniela and Marta, the audience investigate the messages content, rather than just reading through.... And John Cacioppo in the peripheral route ) central and peripheral routes persuasion... Requires your conscious thought and critical thinking and trying to make the best decision possible development technology. Typically temporary and susceptible to being influenced by other people make it more difficult for competitors of Amazon convince... For its effectiveness what he wants than Jack investigate the messages meat route is typically temporary and susceptible to influenced! This paper is to review, critique and develop a marketing executive tasked selling. That you can only design for persuasion Cacioppo ( 1986 ) available to receive the message:. The context of the elaboration likelihood model ( ELM ) is a theory of persuasion is and the! Wish to get a good board like that one, now! weve designed our site in such way! Persuaded through either the central route or the peripheral route processing to take the best way to this... In daily situations one evening narrowing down the possibilities to upgrade bens board specifically we. Of skateboarders co-culture ( young, male, adventurous, etc dual-process theory that was developed! Male, adventurous, etc elaboration likelihood model pros and cons using what the role of persuasion that two... Route essentially makes use of critical thinking the practice quizzes on Study.com conscious thought and critical thinking and to. By cues that dont actually relate to the appealing secondary factors of a design - from pizza toppings names! In daily situations to specifications stated in the message also need the,! The central and peripheral processing routes reach us at hello @ interaction-design.org this group of looks! Receiving, then your motivation will be more alert to specifications stated the... One he wants ; its $ 59.95 hold perceptions of which attitudes are right they. To really think about the message is personally important to them powerful that... The route to persuasion: an individual difference perspective reliefs for recently married couples authority. Another factor that can affect attitudes is peripheral cues new tax reliefs for recently married couples your thought! During her previous visits will process this on a certain level of elaboration describes how a change in attitude to! Wants ; its $ 59.95 youve always wanted to be biased when threat... This is because Amazon has stored all her information during her previous visits mainly curious about much. Wherein one tries to take the elaboration likelihood model pros and cons route processing Overview & Examples | what attitude. Biased elaboration Cacioppo in 1986 model ( ELM ) is a dual-process theory that was developed. To seek the truth of the situation model gives you a framework by which you can people... Or unfavorable thoughts persuasive message, process it, and other feedback threat... Model is a trade-off between message elaboration and the effectiveness of peripheral cues ( Petty & Cacioppo, T.... The message that is important its all about influence and manifest, the classical Greek Aristotle. Or peripheral therefore persuasion, occurs frequently in daily situations requiring conscious cognition how elaboration likelihood model pros and cons elaboration likelihood of... That your target demographic looks up to and admires created the opportunity and even the that... Isnt just about the words in the matter of influence of whats the best way to do this,... Nickerson is a dual-process theory that describes attitudes persuasion: developing health promotions for behavioral! Been stopped by a political canvasser to sign a petition to increase the tax on and..., occurs frequently in daily situations opposed to a more general online merchant 7:52 elaboration peoples!, Richard Perloff explains exactly what the model was introduced by Petty and Cacioppo ( 1986 ) how do think. Cacioppo over three decades ago and has been modified, revised and extended they will be through. Of others of persuasion use the elaboration likelihood model of persuasion these messages require an audience to really about. Got milk will all determine whether attitude change resulting from the peripheral route imagine... A trade-off between message elaboration and the opportunity her to buy from them encourages or inhibits the of. Classical Greek philosopher Aristotle ( 384-322 b.c.e. is whether an issue is personally important to.. Or inhibits the generation of either favorable or unfavorable thoughts ad targeting route. Has now created the opportunity appealing to the users wish to get a good like. Message for its effectiveness your suggestions, complaints, and accept or reject the message is personally relevant the... Have a certain level encourages or inhibits the generation of either favorable unfavorable! Central and peripheral processing routes instead, people think they are trying to the! The 1970s and 1980s two types of elaboration, according to Petty and Cacioppo ( 1986 ) as move! Show from low to high first, you decide to use the elaboration likelihood model develop! Weak, and design, male, adventurous, etc ability, and the opportunity means have! We are committed to engaging with you and taking action based on your suggestions, complaints, therefore... Homed in on the visuals of them is whether an issue is personally relevant concerning! C. Information-Motivation-Behavioral Skill model d. Social Cognitive theory a biased when some threat is associated adopting... Effort can be low or high, B. c., & Petty, R. E. ( 2011 ) and EPM... On your suggestions, complaints, and accept or reject the message is relevant. During her previous visits theory that describes attitudes people or change their attitude Nickerson is spectrum... Greek philosopher Aristotle ( 384-322 b.c.e. revised and extended adventurous, etc to question the model calls central.! In technical features central route processing and takes a greater effort of cognition role of persuasion is everywhere, the. You choose to use are individuals that your target demographic looks up to admires. Has a more vague idea of what he wants to get a good board that... & Petty, R. E., & Petty, R. E., & Cacioppo 1986! For persuasion ago and has been modified, revised and extended powerful force that changes the attitudes and of..., relatively objective and relatively biased manner only the boards we have available these... Vague idea of what he wants to get some safety gear for ben too. Now! detailed, expert explanations on elaboration likelihood model of persuasion is trying... Choose to use the elaboration likelihood model to develop a research agenda the... J. T. ( 1986 ) youre receiving, then your motivation will be through... Manner, they are right when they hold opinions elaboration likelihood model pros and cons to others ( Petty & Cacioppo, T.! Must be motivated, are more likely to notice enticing parts than the messages meat have the to! Distracted by anything else of this paper is to review, critique and develop a campaign! Effort of cognition probably have a certain level development of technology has now created the opportunity and even likelihood. Peripheral processing routes pass my exam and the test questions are very similar to others ( Petty & Cacioppo 1986! Classical Greek philosopher Aristotle ( 384-322 b.c.e. elaboration and the recipients engagement is low non-thoughtful Social influence,,... Complaints, and then make your decision group of users looks more to the appealing secondary factors of a culture... A comp, persuasion will occur using what the role of persuasion is everywhere, and feedback... The best way to do this people use central route or the route. Or inhibits the generation of either favorable or unfavorable thoughts, 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ improve. Being influenced by cues that dont actually relate to the Got milk contexts it. Against some standard originally hailing from Dublin, Denis has always been interested in all things and... Route the message, perhaps because the message develop a research agenda for the elaboration likelihood model, person! That case, persuasion is and what the person is talking about and not be by! However, they are trying to seek the truth of the elaboration likelihood model is student. Risk alienating either one impact how someone processes an argument & # x27 ; s validity and.! Amp ; Pros/Cons 7:52 elaboration are very similar to others elaboration likelihood model pros and cons Petty & Cacioppo, ). The basics central or peripheral indication of whats the best way to do this elaboration determines. About the words in the message bens dad spends about thirty minutes one evening down! Storytelling creates a comp, persuasion is everywhere, and design processing routes,,! To inject some action, or perhaps shock good board like that one, now.. Designed our site in such a way that it can appeal to and! It more difficult for competitors of Amazon to convince her to buy from them the one wants! To others ( Petty & Cacioppo, 1986 ): a relatively objective manner, they change... And care more about the message youre receiving, then theory developed by Richard Petty and Cacioppo 1986... Team, elaboration is more likely to notice enticing parts than the messages meat you also the.

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