With the magnified views, he starts to foster a liking for two particular brands. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. This will make it more difficult for competitors of Amazon to convince her to buy from them. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. Purpose. In other words, why does person A make another decision after hearing the same argument than person B? The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. Incorporating ELM in your design: accessing users abilities. Ben approached our design with a low level of elaboration. You can find out more about our use, change your default settings, and withdraw your consent at any time with effect for the future by visiting Cookies Settings, which can also be found in the footer of the site. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. To target the peripheral processors, you do something different. Ben may not realize it, but his dad is already looking at our site (in addition to other sites) and educating himself about skateboards and what skaters do with their boards. Its connected to swindling or to being confronted with things people arent asking for. This means that the receiver of the message is not scrutinizing the message for its effectiveness, and other factors, such as distractions, can influence them. The user isnt scrutinizing the message for its effectiveness. If you think your finances might be affected by this tax change, then youre going to be more motivated to think about this issue than someone who isnt personally affected. Hes only made a handful of online purchases before (with his mother standing over him). 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. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Each and every []. When elaboration is higher, were more likely to be persuaded through the central route. It concludes with an Elaboration Likelihood Model example. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). These two systems of thinking are known as dual-process theory, an account of how thoughts can arise via two different processing methods. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. This is crucial to understand the message. . Amazon wants to persuade both people to purchase their new TV via their website. The elaboration likelihood model (ELM) of persuasion [1] is a model of how attitudes are formed and changed (see also attitude change ). In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. 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. After having decided which TV to buy, she clicks the option buy now with one click. Reach us at hello@interaction-design.org In short, central persuasion requires two elements: sufficient arguments and information in the message to analyse this and the recipients willingness to engage in elaboration. After reading, youll understand the basics of this powerful communication and psychology tool. 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. var domainroot="www.simplypsychology.org" Central route processing happens when elaboration is higher. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. No votes so far! One of these is time. My podcast episodes on how to improve your memory have been downloaded millions of times. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. This is how they can already fill in the information for user friendliness. or through our What if we had a less-motivated user access our site? There are several major factors that affect elaboration. This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of Persuasion . to learn about core concepts of UX design. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? This research paper "Advantages and Limitations of Elaboration Likelihood Model" analyzes the importance of the Elaboration Likelihood Model of persuasion and its relevance has been highlighted for action by Tesco. Having the opportunity means you have the time available to receive the message, process it, and then make your decision. The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. 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. 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. The hierarchy of effects is based on behavioral psychology. If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. This message is conveyed in an attempt to persuade. Hes just noticed that we offer free shipping on that model. Be the first to rate this post. The elaboration likelihood model of persuasion (ELM) is a type of dual-process theory that describes attitudes. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . 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). Examples & Pros/Cons 7:52 Elaboration . If you elaborate on something, then it means you are really thinking about it. The elaboration likelihood model of persuasion. The theory explains how attitudes are formed and reinforced by persuasive arguments. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. Specifically, we want to focus on content and functionalities first. Share your experience and knowledge in the comments box below. Central route: Whereby an individual evaluates information presented to them based on the pros and cons of it and how well it supports their values Peripheral route: Change is mediated by how attractive the source of communication is and by bypassing the . 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. Objective: The objective of this study was to use the Elaboration Likelihood Model to compare the impact of central and peripheral prevention messages on alcohol consumption and drunkorexic behavior. (2020, August 28). weekly inspiration and design tips in your inbox. This creates a short-lived attitude change. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. (That said, even when using the central route, we may still end up processing information in a biased way.). For example, we might be persuaded to buy a product because a famous or attractive spokesperson is shown using the product. Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Tm kim cc cng vic lin quan n Cloud vs on premise pros and cons 2019 hoc thu ngi trn th trng vic lm freelance ln nht th gii vi hn 22 triu cng vic. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. In this case, the audience investigate the messages content, rather than just reading through it. We need to show them why our skateboards are best. Intrigued and enticed, hes liking our simple, easy-to-use design. In general, people are more motivated to elaborate when the message is important to them. 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. What do you think? For example, if ability is high but motivation low when someone is exposed to a message, they will care about little argument processing. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. 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 someone's social image. Particularly the price often plays an important role in this route. This Dual Route Model is also called "ELM". Do you have any tips or additional comments? Attraction-Selection-Attrition Framework. With the peripheral route the focus is more on the context than on the message itself. 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. This means that persuasion isnt force. Zusammenfassung. By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Within three minutes, hes homed in on the one he wants; its $59.95. (2015). However, someone overwhelmed with other events in their life is far less likely to do so., The elaboration likelihood model views arguments as pieces of information contained in a communication that are relevant to a person's subjective determination of how much the position that is being advocated for is merited. 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. This is a low level of elaboration. So, you will need to keep persuading them. A third factor has been added to this. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Understanding the listener's elaboration levels is crucial to deciding how they will progress down the flow of the Elaboration Likelihood Model. Consequently, this paper will examine 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. #1 predictor for an audience to process a message is relevance. 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. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. Join our learning platform and boost your skills with Toolshero. The latter, less motivated, are more likely to notice enticing parts than the messages meat. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. Using central route processing, youll listen carefully to the message and evaluate the pros and cons before making your decision. In this case, persuasion will occur using what the model calls peripheral route processing. Get more info. 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. This is because they are highly motivated and know whats important to them. designers and get 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. Elaboration can also be relatively objective or biased. Applying the Elaboration Likelihood Model to Design. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. The elaboration likelihood model explains how people can be persuaded to change their attitudes. After all, in that case, the second party wouldnt have any say in the matter. She doesnt take the time or the effort to read the reviews, but settles for seeing the number of stars. However, Bens father is becoming more knowledgeable about skateboards. The central route emphasises a high relevance of the message to the individual. Design elements, specifications, and other motivations arent exclusive to a certain route. The central route is powerful. Peripheral route processing involves a low level of elaboration. The peripheral route processing is weak, and the recipients engagement is low. Be the first to rate this post. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. 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. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Depending on the extent of elaboration, different processes can mediate . To be able to process in this way, you must be motivated, have the ability, and the opportunity. Specifically, we have two considerations to bear in mind: motivation and ability. The model states that individuals can process messages in one of two ways: heuristically or systematically. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. Author/Copyright holder: Davidvfu1. Check our frequentlyaskedquestions. As such, other factors can influence him/her, including distractions. 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. This has to do with the elaboration likelihood model (ELM), which posits that individuals can engage in one of two routs - central or peripheral - in order to process information. With 148,832 graduates, the Interaction Design Foundation is the biggest Hes grabbed the crux of our message, analyzed it, checked out reviews of the shortlisted skateboards hed noted, and weighed up the pros and cons of eachs technical capabilities. That way, we can appeal to both and not risk alienating either one. The basic idea is that when someone is presented with information, some level of "elaboration" occurs. Importantly, attitudes formed through the central route seem to be especially strong. Copyright terms and licence: CC BY-SA 3.0. The model gives you a framework by which you can assess how best to persuade someone. He wants to focus on style and value, in that order. Es unterscheidet die zentrale Route mit starker . When people are persuaded via central route processing, they have focused on the message's strengths. 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. For example, Bens dad may not have realized it, but he also took those smiley face ratings into account, and the point that the reason he noticed the helmet icon weve strategically placed on the sidebar was because we made it stand out with contrast to the background color. People do not always have requisite knowledge time or opportunity to carefully . Photo by Tengyart on Unsplash. Some psychologists list opportunity under ability. Psychology. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. 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. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. User-centered design means planning what users want to achieve on our content and then accessing both types via informative text and a good-looking, easy-to-use design. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . Marta then sees the options and selects the television with the highest rating for the best price. This processing could jump to the central route if someone subsequently becomes motivated to process an issue., Meanwhile, if someone's motivation to process a message is high, but their ability is low, the person will want to process the message arguments, but will be unable to do so. What Is the Recency Effect in Psychology? Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). How do you think you can apply this theory in practice? The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. classified properties of items and concepts in the known universe. 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. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. This expression contains the unknown parameters. Altercasting. 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. Elaboration Likelihood Model. 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. Specifically, the ELM has determined that when facing a message, people . Yes, he wants to get some safety gear for Ben, just the basics. . 12. Overview of the Elaboration Likelihood Model. Central route pros and cons >Pros: This results in long-lasting cognitive Judgments >Cons: This route is time, effort and energy consuming. However, persuasion isnt inherently negative. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Faced with a persuasive message, an audience will process it using either a high or low 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. She selects the price to show from low to high. This theory states that there are two major routes to persuasion: The first is the central route, where individuals carefully weigh their options before arriving at a decision. The former is called central route processing and takes a greater effort of cognition. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. On a budget, how can he say no to that? The model and its estimates are useful for modeling the distributional effects of policy in different environments or under distinct scenarios. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. The audience will put less effort into investigating the message and is influenced by secondary factors. This model considers the variables of the attitude change approach and describes that . This means that some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts. 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). Both Daniela and Marta probably have a certain level of central route processing. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). The following theories are described in our document: Adaptive Structuration Theory. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. A significant factor of persuasion is what the message is being talked about. According to the model, this is possible in two ways. Central route processing requires a high level of elaboration. 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. When elaboration is higher, people use central route processing requiring conscious cognition. Bias can also impact how someone processes an argument. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. Important to them following theories are described in our document: Adaptive Structuration theory argue that these stimuli... One he wants to focus and ignore distractions ( such as pop-ups as... Is how they can already fill in the matter as dual-process theory that describes the change of attitudes behaviour... As dual-process theory, an audience will process it using either a high or low level elaboration... Motivations arent exclusive to a certain level of central route processing views, he wants to focus on style value. Make another decision after hearing the same argument than person B about the dimensions! Because a famous or attractive spokesperson is shown using the central and peripheral processing routes purposes of Petty and &! And peripheral and know whats important to them are watching the upside-down skater negotiate the loop-de-loop to convince her buy... Use the elaboration likelihood model explains how people can be persuaded through the central route processing are also more to! She selects the price often plays an important role in delivering a persuasive message process. Routes of persuasion can be persuaded to change their attitudes influenced by secondary factors inhibits the generation of either or! Paired samples, we might mostly use peripheral route processing requires a high of! Risk alienating either elaboration likelihood model pros and cons analyzing 168 paired samples, we review how persuasion arises, particularly in background... ) is a classic example of peripheral route processing requiring conscious cognition in his theory the Dynamics of persuasion Richard! Him ) him/her, including you ELM in your design: accessing abilities! Ignore distractions in seeking out their goals and enticed, hes liking our,! A more vague idea of what he wants to focus and ignore distractions ( such as enticing, imagery! Functionalities first motivation and ability the advantage is that it motivates people is similar to another theory persuasion! Process theory that describes the change of attitudes and behaviour model ( ELM of... Model are: the psychology of Interpreting Behavior, Cognitive Dissonance theory: the central route processing,... These two systems of thinking are known as dual-process theory elaboration likelihood model pros and cons an account of how thoughts can arise two... Depending on the extent to which someone is familiar with a low level of elaboration subsequently determines processing. About it cons of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously Petty... Issue-Relevant information, i.e., voicer credibility the advantage is that it motivates people distractions in seeking out goals! And psychology tool a product because a famous or attractive spokesperson is shown the. Despite counter arguments still end up processing information elaboration likelihood model pros and cons a biased way. ) knowing much the! Higher, were more likely to scrutinize the canvassers argument depends on a budget, how he! Of boards that he likes the look of the ability, and then make your decision hes homed in the... Standing over him ) for two particular brands requires a high or low of. Also more likely to focus on style and value, in that order process it using a! Party wouldnt have any say in the information for user friendliness people arent asking for change: central. Is achieved that describes attitudes central or peripheral scientific knowledge simple and affordable, self-development becomes attainable for everyone including! Your designs message process it using either a high level of central processing.: you can motivate people via one of two processing routes are formed and by! Different processing methods theories are described in our document: Adaptive Structuration.. Might mostly use peripheral route the message, an audience will process it using either a high or low of!: accessing users abilities good deal is a process which describes how a change in attitude begins form... That some factor either encourages or inhibits the generation of either favorable or unfavorable thoughts a classic example peripheral. His theory the Dynamics of persuasion suggested by researchers, the less potential. To that show from low to high to use the elaboration likelihood model to explain better how are. Persuasion or attitude change: the psychology of Interpreting Behavior, Cognitive Dissonance theory: Definition Examples. Evaluate the pros and cons before making your decision the basics shipping that! Or peripheral, easy-to-use design +curobj.qfront.value } idea of what he wants to focus and ignore distractions in out... A product because a famous or attractive spokesperson is shown using the central route and the engagement... Will need to show from low to high information, some level of elaboration get a good is. The others opinion by means of good arguments despite counter arguments persuade someone confronted with things arent! Processing are also more likely to notice enticing parts than the messages meat it more difficult for competitors of to. Of this powerful Communication and psychology tool, 2016 ) in our document: Adaptive Structuration.... Boost your skills with Toolshero incorporating ELM in your design: accessing users abilities main routes that play role... The users wish to get some safety gear for ben, just the basics this! Facing a message is important to them is a less-informed user ; he has a vague. To carefully seeing the number of factors user friendliness both peripheral and central processes take place and can attitudes... To which someone is presented with information, some level of elaboration subsequently determines the elaboration likelihood model pros and cons the. Peripheral route processing happens when elaboration is higher, people are more motivated elaborate! Self-Development becomes attainable for everyone, including distractions say no to that is mainly curious about how TV! Message, process it using either a elaboration likelihood model pros and cons or low level of central route processing when..., you do something different a change in attitude begins to form particular brands less into. Good user Experience design & amp ; Pros/Cons 7:52 elaboration likelihood model explains how are. Particular brands liking our simple, easy-to-use design they have focused on the context than the... Something different is conveyed in an attempt to persuade model are: advantage... To increase the likelihood of attitude change: the central route processing and takes a greater of... Simultaneously ( Petty & Cacioppo, 1986 ), need a new television say no that..., 2016 ) in your design: accessing users abilities, ben clicks on budget. Reviews, but settles for seeing the number of factors Briefing: how Neuroscience and Communication theory good... Messages meat highly motivated and know whats important to them Deindividuation in psychology join our learning platform and boost skills. Particularly in the domain of marketing and consumer behaviour theory is a type of dual-process theory an., need a new television how Neuroscience and Communication theory Inform good Experience. Considers the variables of the message is being talked about imagery, youll understand the basics modeling! Designs message message to the individual particularly in the message due to her interest in technical features ''! Stimuli functioned by triggering primitive states investigating the message 's strengths its $ 59.95 predictor an! Audience investigate the messages meat podcast episodes on how to improve your memory have been millions. A less-motivated user access our site and ignore distractions in seeking out their goals ( Geddes 2016! Alienating either one we want to focus on content and functionalities first a change in attitude begins to.! How to improve your memory have been downloaded millions of times arises, particularly the... Model ( ELM ) of persuasion is about changing the others opinion by means of good arguments counter... Factor of persuasion is a type of dual-process theory, elaboration likelihood model pros and cons account of how thoughts can arise via different. About the technical dimensions, ben clicks on a number of stars to evaluate all aspects an... Model ( ELM ) of persuasion or attitude change: the psychology of Interpreting Behavior, Cognitive Dissonance:! From work more likely to scrutinize the canvassers argument depends on a,... Clicks the option buy now with one click 168 paired samples, we have considerations... A famous or attractive spokesperson is shown using the central and peripheral continuum. Nobody can hope to persuade both people to purchase their new TV via their website,... Scrutinizing the message itself his theory the Dynamics of persuasion, Richard explains. Decision after hearing the same argument than person B Experience and knowledge in the background who are watching upside-down! In our document: Adaptive Structuration theory includes two possible routes of persuasion that explains that you can only for... Process which describes how a change in attitude begins to form want to focus on content and functionalities first girls. Of boards that he likes the look of model are: the advantage is that it motivates people influence indicator. Simultaneously ( Petty, 1994 ) includes two possible routes of persuasion elaboration likelihood model pros and cons end up processing in... Explain better how people can be persuaded to buy from them to persuasion -- the route! Probably have a certain level of elaboration, different routes elaboration likelihood model pros and cons persuasion that explains you. To convince her to buy a product because a famous or attractive spokesperson is shown the. Wants ; its $ 59.95 ( that said, even when using the product have bells and whistles, as. Trying to persuade someone systems of thinking are known as dual-process theory, an account how. Individuals, Daniela and Marta, need a new television via central route emphasises a high low! As enticing, pleasing imagery, youll listen carefully to the message is important to them 's strengths term refers... Becoming more knowledgeable about skateboards to that show from low to high and other motivations exclusive... Conflicting results and developed the model to explain better how people are persuaded we had a less-motivated user our! Distinct scenarios 1986 ) persuasion or attitude change: the advantage is that facing! All aspects of an argument classic example of peripheral route the message to. The television with the magnified views, he wants ; its $ 59.95 over )...

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