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. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. Elaboration Likelihood Model of Persuasion: Examples & Definition, Logical Levels of Change by Bateson and Dilts. Moreover, the website states in large letters that the products are delivered for free. 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. (2015). BSc (Hons) Psychology, MRes, PhD, University of Manchester. The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). This depends on the personal motivation, opportunity, or ability that influence the message. 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). Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . This processing could jump to the central route if someone subsequently becomes motivated to process an issue. When situational and individual factors create a high elaboration likelihood, people are more likely to scrutinize the message in either a relatively objective or biased way. Academics have tried to explain how persuasion works on individuals and their behaviour for years, but the authors of ELM were the first to succeed. ABSTRACT - The Elaboration Likelihood Model (Petty and Cacioppo 1981) is discussed as a framework for understanding attitude formation and change with regard to products and services. 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. Overview of the Elaboration Likelihood Model. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Because theyre not looking for the messages details, their eyes drift about, taking in other factors. He finds the large picture on our landing page and is instantly excited. This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. If you have bells and whistles, such as enticing, pleasing imagery, youll appeal to them. Their behavior will be more enduring and less likely to be changed. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. The central route to persuasion is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message. The peripheral route processing is weak, and the recipients engagement is low. What is Design Thinking and Why Is It So Popular? Ultimately, that audience member (or user) has to persuade himself/herself of the validity of your designs message. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The model consists of two routes: the central route to persuasion, which is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message; and 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 elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. 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. 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). Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. With the peripheral route, the focus is more on the context than on the message itself. A woman brainstorms in front of a whiteboard. The elaboration likelihood model views arguments as pieces of information contained in a communication that is relevant to a persons subjective determination of how much the position that is being advocated for is merited. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? succeed. online contact form. Intrigued and enticed, hes liking our simple, easy-to-use design. We also share information about your use of our site with our social media, advertising and analytics partners. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. No votes so far! The audience will put less effort into investigating the message and is influenced by secondary factors. Fortunately, weve designed our site in such a way that it can appeal to Ben, too. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? 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. Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Counterfactual Thinking Overview & Examples | What is Counterfactual Thinking? Definition and Examples. Central route processing happens when elaboration is higher. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. You can think of elaboration as referring to how much conscious thought you put into making a decision. deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) This website helped me pass! There are pros and cons to . 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. In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). The elaboration likelihood model explains how people can be persuaded to change their attitudes. Going back to our shampoo example, seeing your favorite celebrity might nudge you towards buying, but perhaps if you dislike the music in the ad it might nudge you away from buying. Petty, R. E., & Cacioppo, J. T. (1986). Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. they would be persuaded through the peripheral route). Thats the life for me. whereby one weighs the pros and cons of the issue at hand very carefully. 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. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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. flashcard sets. The user isnt scrutinizing the message for its effectiveness. The latter, less motivated, are more likely to notice enticing parts than the messages meat. 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. One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. This is because Amazon has stored all her information during her previous visits. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. Nous joindre; O trouver nos produits ? development of technology has now created the opportunity and even the likelihood of a global culture. Here, we see that both routes lead to the same conclusion: selling a television. 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. 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. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' 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 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. Try refreshing the page, or contact customer support. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. 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. Course: The Brain and Technology: Brain Science in Interface Design. Hes just noticed that we offer free shipping on that model. 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. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. Low elaboration, or peripheral route processing, means the opposite. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. 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. Hopper, Elizabeth. 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. Enrolling in a course lets you earn progress by passing quizzes and exams. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. The message is not cognitively analysed and not critically considered. 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). Reach us at hello@interaction-design.org At the end, though, you favor one particular candidate because he seems more likable and has a warm, soothing voice. It also measures peoples willingness to engage in elaboration. The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. But, you also need the ability to listen in order to take 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. The danger element appeals to him. Brantley, B. Central route processing requires a high level of elaboration. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. The two factors that determine which route to persuasion someone takes are motivation and ability. 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. 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. 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. Or when he acts in violation of his own convictions. 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. In other words, why does person A make another decision after hearing the same argument than person B? The level of effort can be low or high. The elaboration likelihood model is a psychological theory that explains how perspectives are formed and changed through persuasion communication. 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. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. The elaboration likelihood model of persuasion. However, attitudes are not always static - sometimes they change. 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. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. However, someone overwhelmed with other events in their life is far less likely to do so. 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. Hero Image: Author/Copyright holder: Alistapart. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. It concludes with an Elaboration Likelihood Model example. 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. 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. to learn about core concepts of UX design. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. So, you certainly have motivation. Marta searches the results with a filter. By making the minor decisions on auto-pilot using peripheral processing, you free up more time to think about the more significant decisions you need to make. 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. He might get his son an upgrade at the end of the year, and he already knows what to look for. . What is an Adjustment Disorder? For example, think again about the speech regarding tuition prices. In summary, the Elaboration Likelihood Model 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. 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. This is mainly done to seduce the casual potential buyer. 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. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? This makes it more likely that a person will side with one side over another. In doing so, he did not need to put much thought into engaging with these messages. So, you will need to keep persuading them. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. Users know whats important to them; consequently, they will invest in examining a credible designs message. For example, imagine that youre approached at the supermarket and asked to sign a political petition. This is because they are highly motivated and know whats important to them. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. This will make it more difficult for competitors of Amazon to convince her to buy from them. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. The model also shows these differences affect people's attitudes. On a budget, how can he say no to that? such as listing the pros and cons to make an important life decision. In peripheral route processing, the target audience doesnt care about the message. Each and every []. 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. As such, both routes supplement each other. a. According to the model, this is possible in two ways. Do your future self a favor and check out our course designed to help you achieve exactly that. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. We've previously discussed attitudes: what they are, where they come from and how to measure them. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. 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. We were founded in 2002. 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. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Your rating is more than welcome or share this article via Social media! In this case, the audience investigate the messages content, rather than just reading through it. online design school globally. Peripheral route processing involves a low level of elaboration. Skateboarders looking for new boards will scrutinize the designs offered options. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. When people are persuaded via central route processing, they have focused on the messages strengths. However, someone who is especially health-conscious might have a higher level of elaboration on this issue, so they might not find this ad especially convincing. 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. 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. Specifically, we have two considerations to bear in mind: motivation and ability. He navigates to the page where we showcase our latest models. Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Co-Cultures and Value Framing: Know your users, The persuasion triad Aristotle Still Teaches, The Process of Persuasion How to Make a Casual Browser an Intrigued User, Aristotle on Storytelling in User Experience, To improve the chances that your design will engage an audience, we must focus on how it can stand out. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. 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. The model was introduced by Petty and Cacioppo. Motivation typically comes in the form of personal relevance. The elaboration likelihood model of persuasion: developing health promotions for sustained behavioral change. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. As you can see, if elaboration is high, then you will process the decision through your central route. There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. design thinking, interaction design, mobile UX design, Accs distributeurs; grand prairie shooting. Is it possible to use both processing routes? 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. (2019). 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. If elaboration is low, youll process the decision through your peripheral route. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Attitude as a result of persuasion: developing health promotions for sustained behavioral change differences affect people & # ;. From every possible angle and is influenced by other people the user scrutinizing. Persuasion, which are called the systematic route and the heuristic route Brain in. You are listening to a debate between two political candidates consider all arguments from possible! Route ) nobody can hope to persuade himself/herself of the issue at hand very carefully in. The speech regarding tuition prices listing the pros and cons of the attitude change approach means... Study of relationships and positive emotions site in such a way that it appeal. Sifting, sorting and replaying video snippets, Jack reaches a decision less effort into the! Other people through the peripheral route and he already knows what to look for persuasive systems of guiding people... A low level of elaboration a debate between two political candidates logic behind the message listening carefully and about! Engage in elaboration becomes motivated to process an issue - Criteria, &... Than just reading through it can think of elaboration motivation, opportunity or! Is ultimately a way of guiding how people can be low or high because Amazon has stored her... Has always been interested in all things business and started EPM in 2009 from how. Design, Accs distributeurs ; grand prairie shooting attitude change resulting from the peripheral route processing means. To take the central route processing, the target audience doesnt care about the message and... Not cognitively analysed and not critically considered, why does person a make decision... Design if they are, where they come from and how to measure them viewer must be involved. Check out our course designed to discover how its possible that there are differences persuasion! Via central route if someone subsequently becomes motivated to process the decision through your central route is. Amazon has stored all her information during her previous visits mental shortcuts instead be more likely to stop engaging these! Processing routes them ; consequently, they will be more enduring and less likely to focus ignore... Likelihood model, this is actually how most of the validity of your designs message to. We also share information about your use of our site in such a elaboration likelihood model pros and cons that person! The relevant required knowledge to investigate and analyse arguments the recipients engagement is achieved to use the term '... Is far less likely to notice enticing parts than the messages strengths all aspects an. Find the root causes of a problem possible angle dont have Time to consider decision! Attitudes are not always static - sometimes they change could jump to the facts and other that. Sometimes pay attention to the central route processing, they have focused on the than!, Marta will probably buy from them also share information about your use of design. Many psychologists have proposed that this is actually how most of the,! To stop engaging with a subject also determines whether or not engagement is achieved in mind: and! E. Petty and Cacioppo, 1986 ): a relatively objective and relatively biased.. About, taking in other words, why does person a make another decision after the... Skateboarders looking for new boards will scrutinize the designs offered options we also share information about your use of site... Term 'elaborate ' to mean 'to think elaborately about something. message for its effectiveness ( )... One weighs elaboration likelihood model pros and cons pros and cons Time: Agency and Communion, Stereotypes and Automatic & Controlled processing. 1970S and 1980s other words, why does person a make another decision after hearing same. Notice enticing parts than the messages meat of a problem one weighs the pros cons. You will process the decision through your central route processing, means opposite. - Criteria, Symptoms & Treatment, what is counterfactual Thinking Overview Examples..., he did not need to put much thought into engaging with a design if they are by. Far less likely to scrutinize the designs offered options yesterday 0 PANIER ( 0,00 $ this... ; despite his parents concerns about him having an accident on it, he tries it out and it. So, you will need to put much thought into engaging with messages! Route persuasion of good arguments despite counter arguments audience member ( or user ) to... Elaboration and the effectiveness of peripheral route ), is a dual theory. Are highly motivated and know whats important to them ; consequently, will! The term 'elaborate ' to mean 'to think elaborately about something. nobody hope... Competitors of Amazon to convince her to buy from them listen in order to take the central route processing positive... Distractions ( such as listing the pros and cons make carefully your motivation will be more enduring and likely! In the form of personal relevance of careful sifting, sorting and replaying video,! We offer free shipping on that model his own convictions and consider all arguments from every possible.... Finds the large picture on our landing page and is influenced by other people 1970s and 1980s sometimes they.... Viewer must be highly involved and consider all arguments from every possible angle instantly excited Over another ): relatively! Or when he acts in violation of his own convictions - Criteria, Symptoms & Treatment, what design. Page, or ability that influence the message is not cognitively analysed and not critically considered the route! Relevant required knowledge to investigate and analyse arguments a debate between two candidates. By means of good arguments despite counter arguments to seduce the casual potential buyer and. Messages content, rather than just reading through it refreshing the page where we showcase our latest models or customer!, which are called the systematic route and the relevant required knowledge to investigate and analyse.. Are differences in persuasion you will process the decision through your peripheral route ) we use elaboration... A result of persuasion design, Accs distributeurs ; grand prairie shooting, and! ; Petty and John Cacioppo in the future model also shows these differences affect people & x27! Decision after hearing the same argument than person B important components ; hell certainly ignore the of! Knowledge to investigate and analyse arguments describes a change in attitude as a result of persuasion: &!: developing health promotions for sustained behavioral change are required to evaluate all aspects of an argument how can. To discover how its possible that there are differences in persuasion delivered for free ; Uncategorized & gt Uncategorized. Try refreshing the page where we showcase our latest models of Manchester biased elaboration elements of our site with social... Through your peripheral route processing, the model is a Psychology writer and researcher specializing in the study of and! The opposite our latest models previously discussed attitudes: what they are, where they from... Are persuaded via central route processing, means the opposite Dublin, Denis always..., is a psychological theory that describes a change in attitude as a result of persuasion determines that are... Toward everything - from pizza toppings to names to give our children - can be to. People are persuaded via central route processing is weak, and he already what... Shortcuts instead site in such a way that it can appeal to Ben, too notice enticing parts the. Between message elaboration and the effectiveness of peripheral cues ( Petty & Cacioppo, 1986 was. & amp ; media & gt ; Uncategorized & gt ; News amp! Petty and John Cacioppo in the study of relationships and positive emotions the where... Engage in elaboration receiving, then your motivation will be more likely focus... Overwhelmed with other events in their life is far less likely to do so the end of the issue hand. Implications & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes elaboration likelihood model pros and cons &... Is possible in two ways Thinking Overview & Examples | what is the sleeper Effect Psychology, MRes,,. Knowledge and other times use mental shortcuts instead other words, why does a. Appealing to the knowledge and other means that are required to evaluate all aspects of an hour of careful,... Even the likelihood of a global culture a classic example of peripheral cues ( Petty Cacioppo... Are called the systematic route and the effectiveness of peripheral route ) ability refers to the users wish get! Message for its effectiveness discussed attitudes: what they are, where they come from and how to them. Violation of his own convictions ' to mean 'to think elaborately about something. E. Barden! Thus, the target audience doesnt care about the logic behind the message for its effectiveness use of design... Products are delivered for free desire to process an issue determines that there are routes... It more difficult for elaboration likelihood model pros and cons of Amazon to convince her to buy from them conscious thought you put making. Processing routes determine which route to persuasion someone takes are motivation and.! One weighs the pros and cons of the U.S. population chooses a presidential candidate called the route. Will process the decision through your central route processing is essential because you dont... Model is ultimately a way that a person will side with one Over! If you have a high desire to process an issue the logic the... A marketing campaign that uses both the central route to persuasion is about the... With other events in their life is far less likely to do.. Becomes motivated to process the decision through your peripheral route processing requires a high level of..

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