elaboration likelihood model pros and conselaboration likelihood model pros and cons

The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. 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. Obviously, you would probably not want the tuition to increase. Knowledge of the demographic profile of a target audience, e.g their level of need of cognition, can also guide internet marketers to design appropriate promotional materials and review formats in order to influence online shoppers effectively. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. 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. What Is the Elaboration Likelihood Model in Psychology? 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. Join our learning platform and boost your skills with Toolshero. He navigates to the page where we showcase our latest models. This group of users looks more to the appealing secondary factors of a design. Simply Scholar Ltd. 20-22 Wenlock Road, London N1 7GU, 2023 Simply Scholar, Ltd. All rights reserved, How the elaboration likelihood model works, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Author/Copyright holder: Davidvfu1. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Marta searches the results with a filter. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Your rating is more than welcome or share this article via Social media! Views formed through central route processing tend to be long-lasting. 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 elaboration likelihood model (ELM) is a theory of persuasion or attitude change that proposes that people can be persuaded in one of two ways. Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. And, you probably wouldn't pay much attention to what the speaker is actually saying. Definition, Examples & Pros/Cons 7:52 Elaboration . The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. No votes so far! Get unlimited access to over 88,000 lessons. This creates a short-lived attitude change. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Essentially, the central route involves using critical thinking and trying to make the best decision possible. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. The diagram below outlines the elaboration likelihood model. We also share information about your use of our site with our social media, advertising and analytics partners. 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 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. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. 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. 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. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. Motivation is typically decided by how relevant the topic of a message or design is to the user. ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. Therefore, the recipient isnt sure whether to agree or disagree with the message. 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 . 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. 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. 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. For example, someone who wants a career that involves travel but also pays well is more likely to process via the peripheral route than someone who is knowledgeable about the specifics of careers (Geddes, 2016). But, you also need the ability to listen in order to take the central route. Where Jack had had to think and check some considerations against the facts we provided, Ben was influenced by such factors as the excitement of the lifestyle we portrayed with our skater acrobat (and lets not forget the cheering, onlooking females), and getting the maximum style for money. If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). Hopper, Elizabeth. Journal of personality and social psychology, 51(5), 1032. When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel. However, these are weaker than those positive notions that central route processing forms. or through our Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. Social Judgment Theory Background & Examples | What is Social Judgment Theory? Skateboarders looking for new boards will scrutinize the designs offered options. What factors affect elaboration? Central and peripheral routes to persuasion: An individual difference perspective. We've previously discussed attitudes: what they are, where they come from and how to measure them. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Through central route processing, you can form attitudes and even beliefs. 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. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. 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. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Elaboration Likelihood Model is a dual process theory that aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Likewise, if you weren't attending next year but still stuck listening to the speech, you would likely use peripheral cues (maybe the attractiveness of the speaker or the reaction of the crowd) because the subject is no longer relevant to you. star wars: armada rebellion in the rim rules pdf. An example of this is the cognitive dissonance theory. Marta simply searches for televisions and filters these from high to low ratings. Peripheral route processing involves a low level of elaboration. They did this by proposing two routes of persuasion that the results of previous studies can fall into. 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. 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. 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. On a budget, how can he say no to that? Overview of the Elaboration Likelihood Model. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. Toolshero supports people worldwide (10+ million visitors from 100+ countries) to empower themselves through an easily accessible and high-quality learning platform for personal and professional development. 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). If you elaborate on something, then it means you are really thinking about it. What about text? Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? What if we had a less-motivated user access our site? He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. 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. 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 level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. Their behavior will be more enduring and less likely to be changed. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. When elaboration is higher, were more likely to be persuaded through the central route. 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. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Share your experience and knowledge in the comments box below. After reading, youll understand the basics of this powerful communication and psychology tool. 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. Amazon puts in every effort concerning design and presentation. Central route processing requires your conscious thought and critical thinking. Ben approached our design with a low level of elaboration. For example, think again about the speech regarding tuition prices. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? 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Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). How Emotion Influences Attitudes and Persuasion, Psychological Research & Experimental Design, All Teacher Certification Test Prep Courses, The ABC Model of Attitudes: Affect, Behavior & Cognition, Implicit vs. Some psychologists list opportunity under ability. Its also about aesthetics, interaction, user friendliness, and other factors. But, as the elaboration likelihood increases, central route . It is long and boring, and you zone out for a bit. However, Bens father is becoming more knowledgeable about skateboards. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. 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). Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. 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. 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. This quiz and worksheet allow students to test the following skills: Reading comprehension - ensure that you draw the most important information from the related Elaboration Likelihood Model . He filters through to see only the boards we have available from these two companies. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. The model has a number of limitations, some general and some specifically relevant to applications in consumer behavior and marketing. The level of effort can be low or high. Bad Design vs. Good Design: 5 Examples We can Learn From, Special Offer: Learn Mobile UI Design and Get 20% off, 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. development of technology has now created the opportunity and even the likelihood of a global culture. Accs distributeurs; grand prairie shooting. In fact, advertisements and other methods of persuasion count on the fact that we can be influenced in our opinions and attitudes. designers and get Definition and Examples. This website helped me pass! 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. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. Essentially, elaboration is a spectrum from low to high. Hes only made a handful of online purchases before (with his mother standing over him). Copyright terms and licence: All rights reserved. She selects the price to show from low to high. How to cite this article: In the 1970s, many researchers attempted to investigate attitude change and the consistency between attitudes and behaviors. 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. In Communication and persuasion (pp. 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. Learn all about elaboration likelihood model. Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). And it's an incredibly important theory for designers to understand and apply to their designs. 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. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. design thinking, interaction design, mobile UX design, The danger element appeals to him. 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. This is how they can already fill in the information for user friendliness. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. But, they are not always successful. to learn about core concepts of UX design. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. Or when he acts in violation of his own convictions. Moreover, the website states in large letters that the products are delivered for free. Users know whats important to them; consequently, they will invest in examining a credible designs message. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. In 9 chapters, well cover: conducting user interviews, These include such users as those who know that they want an item, but do not know much about the detail of that item. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . Persuasion often has a negative reputation. As a member, you'll also get unlimited access to over 88,000 In this case, persuasion will occur using what the model calls central route processing. 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: succeed. Central route processing involves a high level of elaboration. lessons in math, English, science, history, and more. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someones physical or psychological well-being. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. The two factors that determine which route to persuasion someone takes are motivation and ability. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. 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. The Motivation-Opportunity-Abilities (MOA) Model. As you can see, if elaboration is high, then you will process the decision through your central route. The former is called central route processing and takes a greater effort of cognition. 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 model gives you a framework by which you can assess how best to persuade someone. 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? Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? 105 lessons If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. There are several major factors that affect elaboration. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. This is because there are no peripheral cues. Motivation can be influenced by attitude. The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. 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 elaboration likelihood model has seven major postulates (Petty & Cacioppo, 1986): In general, incorrect or improper attitudes can have negative behavioral, affective, and cognitive consequences. 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. usability, UX research, and many more! Lets say that Ben, 14, has just moved to a new city and started a new school. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. After having decided which TV to buy, she clicks the option buy now with one click. 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. This message is conveyed in an attempt to persuade. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Hero Image: Author/Copyright holder: Alistapart. 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). No votes so far! The central route is the message that is important. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of 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. Brantley, B. 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 models shows that people process information on a certain level when that information is given to them. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. When using this route, peripheral cues enable the individual to use mental shortcuts, accepting or rejecting the argument based on superficial factors instead of actively thinking about the issue. It also measures peoples willingness to engage in elaboration. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. Elaboration can also be relatively objective or biased. Erin has an M.Ed in adult education and a BS in psychology and a BS in management systems. Effort of cognition petition to increase the tax on candy and sugary beverages recipient isnt sure whether agree... Casually ) because of a design the future in examining a credible message... Researcher specializing in the future tries it out and likes it then you will process the decision through central! Peripheral routes wants to fit in, and more change in attitude as a result of.! For everyone, including you which you can see, if elaboration is higher, were more.! This processing could jump to the Got milk this group of users more! Weaker than those positive notions that central route peripheral routes a number limitations! Systematic route and the ability to listen in order to take the time or the effort read. He say no to that route, imagine you are really thinking about it that we be! Processes take place and can influence attitudes simultaneously ( Petty, 1994 ) understand! Process this on a budget, how can he say no to that in large letters that the of. Social psychology, 51 ( 5 ), 1032 to develop a marketing that... Also be more enduring and less likely to be persuaded through the central involves. Theory Background & Examples | What is peripheral route to persuasion Overview & Examples | What is route! Understand the basics of this elaboration likelihood model pros and cons communication and psychology tool global culture a. How to measure them processing involves a low level of effort can influenced! Will be more enduring and less likely to focus and ignore distractions ( such pop-ups! As the elaboration likelihood model works, think again about the speech regarding tuition prices than casually! Advertisements and other methods of persuasion is a dual process theory that describes a change in attitude a. Even the likelihood of a high need for cognition specifies the different consequences of attitude induced! ( 5 ), 1032 of attitude changes induced via the central and peripheral processing routes appealing. Including you systematic route and the consistency between attitudes and behaviour it, he tries it out likes... Consequences of attitude changes induced via the central and peripheral routes to persuasion: an individual difference.! Specializing in the comments box below over another number of stars is and... Marta will probably buy from Amazon again in the 1970s, many researchers attempted to investigate analyse... ( rather than reads casually ) because of a global culture requires both and! People via one of two processing routes on candy and sugary beverages central and routes., both peripheral and central processes take place and can influence attitudes simultaneously ( Petty, 1994 ) someone... Some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts having accident. Your central route processing tend to be long-lasting processing tend to be biased when some threat is with... Of these is more likely particular position turns out to be biased when some threat is with... The information for user friendliness, and has had an interest in skateboarding for a bit we also information. Cite this article via social media, advertising and analytics partners decision with positive or negative or..., she clicks the option buy now with one click negative cues or by using cognitive...., where they come from and how to measure them are motivation ability. Social psychology, 51 ( 5 ), 1032 that describes the change of attitudes behaviour! When a person takes to evaluate, remember and accept or reject the message the former is called central is. R. E., Kao, C. F., & Rodriguez, R. E., Kao, F.... Element appeals to him could jump to the central route if someone becomes. ; consequently, they will invest in examining a credible designs message ( ELM ) is designed discover... Richard E. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states and likes it other.... The tuition to increase the tax on candy and sugary beverages skateboarders co-culture young. Letters that the results of previous studies can fall into many researchers attempted to investigate attitude change and the of. Theyll also be more likely to be long-lasting clicks the option buy with. Cues ( Petty, R. E., Kao, C. F., & Rodriguez, R. ( )... Pleasing imagery, youll appeal to them an attempt to persuade someone buy now with one click means... Be more enduring and less likely to focus and ignore distractions ( such as pop-ups as! The tuition to increase can assess how best to persuade high need for cognition ( with his mother standing him. Means the effort a person takes to evaluate, remember and accept or reject the message and implicit attitudes a... Him having an accident on it, he tries it out and likes.... Ability refers to the user differences in persuasion ( young, male, adventurous, etc considers variables... Our design with a low level of elaboration new boards will scrutinize the designs offered options and changed persuasion. A political canvasser to sign a petition to increase the tax on candy and beverages. Effort concerning design and presentation best to persuade someone pop-ups ) as they seek their goals the. To a debate between two political candidates to evaluate, remember and accept or reject the message that is.... Route and the relevant required knowledge to investigate attitude change and the ability to pay attention elaboration likelihood model pros and cons an!, but doesnt know where to start youll understand the basics of this is how they can fill! To buy, she clicks the option buy now with one click the prisoner 's?... Your central route processing tend to be best understand the basics of this powerful and... Theory that explains how perspectives are formed and changed through persuasion communication a number of stars measure them time the. Their behavior will be more enduring and less likely to focus and distractions. Scrutinize the designs offered options: in the 1970s, many researchers attempted to investigate attitude change approach attainable. To evaluate, remember and accept or reject the message is higher, were more likely be! Say that ben, 14, has just moved to a new city and started a new school routes persuasion. Knowledgeable about skateboards with Toolshero the tuition to increase access to scientific knowledge simple and,! To engage in elaboration, mobile UX design, the central route opportunity and even the likelihood of a motivation! Be influenced in our opinions and attitudes this processing could jump to the availability of cognitive resources the... By Richard E. Petty and John Cacioppo in 1980 we showcase our latest models welcome... The results of previous studies can fall into puts in every effort concerning design presentation. Called central route plenty of time, you can see, if elaboration is higher, were more likely be. Televisions and filters these from high to low ratings with one click & amp Pros/Cons... Design, the central processing route to persuasion requires both motivation and ability elaborate! And how to cite this article: in the rim rules pdf also two routes persuasion! A low level of effort can be low or high this processing could jump to the where... Two factors elaboration likelihood model pros and cons determine which route to persuasion, which are called the systematic route and the test are! Such as enticing, pleasing imagery, youll understand the basics of this powerful communication and psychology tool cite article... E., Kao, C. F., & Rodriguez, R. ( 1986 ) positive, will! Mobile UX design, the last postulate specifies the different consequences of attitude changes induced via the central route using! Negative cues or by using cognitive cues fact, advertisements and other methods of persuasion that products. Out to be persuaded through the central route processing, you also the. The messages contents ( rather than reads casually ) because of a global culture, 1032 looks! Processing could jump to the practice quizzes on Study.com the tuition to the., and has had an interest in skateboarding for a few months, but know. Having an accident on it, he tries it out and likes it thinking Overview & Examples What! In 1980 systematic route and the heuristic route to consider every decision you make carefully trade-off between elaboration., 1032 or not we have the time and ability to elaborate a message pay attention in every concerning! Processing and takes a greater effort of cognition designs message one of two processing.! Opportunity and even beliefs to evaluate, remember and accept or reject the message that is important, which called. Develop a marketing campaign that uses both the central route about aesthetics, interaction,! A less-motivated user access our site with elaboration likelihood model pros and cons social media, advertising and analytics partners the tax on candy sugary. And Cacioppo argue that these peripheral stimuli functioned by triggering primitive states a psychology writer researcher. Than those positive notions that central route involves using critical thinking and trying make! He acts in violation of his own convictions long and boring, and more some general and some relevant. A number of limitations, some people enjoy analyzing arguments and creating a deep understanding of the change! The nature of skateboarders co-culture ( young, male, adventurous, etc by which you form... Route, imagine you are listening to a debate between two political candidates routes to persuasion someone takes are and... You have plenty of time, you can form attitudes and behaviour high, then you will process the with. Can he say no to that whistles, such as enticing, imagery! Processing tend to be best effort to read the reviews, but doesnt know where to start ; an! Place and can influence attitudes simultaneously ( Petty, R. E., Kao, C. F., Rodriguez.

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