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Essentially, elaboration is a spectrum from low to high. The Elaboration Likelihood Model indicates the factors that determine which of these is more likely. 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. When people are persuaded via central route processing, they have focused on the messages strengths. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. Our attitudes toward everything - from pizza toppings to names to give our children - can be influenced by other people. There is a trade-off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Or when he acts in violation of his own convictions. 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. Hopper, Elizabeth. Attitudes generally are categorized into one of two levels: explicit attitudes and implicit attitudes. Bias can also impact how someone processes an argument. Applying the Elaboration Likelihood Model to Design. However, they may change again if they process another convincing argument. Stages of Change b. The peripheral route processing is weak, and the recipients engagement is low. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. Copyright terms and licence: All rights reserved. When elaboration is higher, people use central route processing requiring conscious cognition. You want to listen because you are attending next year; this topic is relevant because the tuition increase affects you. However, someone overwhelmed with other events in their life is far less likely to do so. Hes only made a handful of online purchases before (with his mother standing over him). Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Download our free ebook The Basics of User Experience Design Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Learn about the elaboration likelihood model of persuasion, attitude change, the routes to persuasion (central & peripheral), and how to choose the correct route of persuasion for maximum effect. Motivation can be influenced by attitude. 1-24). An error occurred trying to load this video. The Elaboration Likelihood Model (ELM; Petty and Cacioppo, 1986) was . A woman brainstorms in front of a whiteboard. 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. Learn all about elaboration likelihood model. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? What is an Adjustment Disorder? One of these is time. Although the elaboration that someone carries out on a persuasive message can proceed in a relatively objective or biased manner, people can, in some contexts, be unmotivated or unable to engage in either kind of message elaboration. These are: the features of the source of the persuasive message, the contents of the message, and the characteristics of the audience. So, you will need to keep persuading them. Both Daniela and Marta probably have a certain level of central route processing. We need to show them why our skateboards are best. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an arguments message. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. This depends on their motivation and competence. This creates a short-lived attitude change. 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. Springer, New York, NY. 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. What is the Difference between Bipolar 1 & 2? A., Haugtvedt, C. P., & Cacioppo, J. T. (1987). Author/Copyright holder: Joe1992w. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. 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. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. On the other hand, people who don't drink soda (or soda drinkers who live in a city that wasnt considering adding a soda tax) would have lower levels of elaboration. 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. If one of his friends tells him a few months later that he knows a place where Ben can get better wheels, Ben will be more likely to believe that and not come back to do business with us. Ben approached our design with a low level of elaboration. 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. You can think of elaboration as referring to how much conscious thought you put into making a decision. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. The audience is not required to think deeply about the meaning of the message. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Thats the life for me. Central route processing requires a high level of elaboration. Given modern communication contexts, it is appropriate to question the model's validity and relevance. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? On a budget, how can he say no to that? When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. (2015). This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Do you have any tips or additional comments? This will make it more difficult for competitors of Amazon to convince her to buy from them. The elaboration likelihood model is a dual process theory that describes a change in attitude as a result of persuasion. That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). 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. Importantly, attitudes formed through the central route seem to be especially strong. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. What do you think? When elaboration is higher, were more likely to be persuaded through the central route. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Enrolling in a course lets you earn progress by passing quizzes and exams. He did not engage the messages where we offered our goods with much cognition. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Copyright terms and licence: CC BY-SA 3.0. 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. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. Find out more. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. 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. We look like an authority on skateboards, as opposed to a more general online merchant. Again, this depends on a number of factors, such as personal investment in an issue. Petty, R. E., Kasmer, J. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. 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. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. It helps us explain how attitudes are formed and changed through persuasion. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Ben arrives on our site. Img. flashcard sets. 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. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. helfare clothing matt jones As such, both routes supplement each other. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. The elaboration likelihood model is a theory of persuasion that suggests that there are two different ways people can be persuaded of something, depending on how invested they are in a topic. 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. The model's goal is to study the variables that caused the change in. 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. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. 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. 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 . 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). As such, other factors can influence him/her, including distractions. 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 Central route creates a long-lasting attitude change. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. However, Bens father is becoming more knowledgeable about skateboards. 105 lessons This is why attitudes are studied so extensively by social psychologists; even though attitudes are unique to each person and mostly internal, they are socially influenced and shaped by the behavior of other people. 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. 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. Another factor that can affect attitudes is peripheral cues. ), we could afford to inject some action, or perhaps shock. Nous joindre; O trouver nos produits ? For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. We also share information about your use of our site with our social media, advertising and analytics partners. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. 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. 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. Incorporating the principles of the Elaboration Likelihood Model into your messages and design will maximize your influence on user attitudes and, therefore, behaviors. Then she selects the option that she only wants to see results with four or more stars. Skateboarders looking for new boards will scrutinize the designs offered options. 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. Before EPM, Denis held a leadership position at Nokia, owned a sports statistics business, and was a member of the PMI's (Project Management Institutes) Global Executive Council for two years. The elaboration likelihood model does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. weekly inspiration and design tips in your inbox. Scroll. What Is Bureaucracy, and Is It Good or Bad? If you are motivated to listen but can't hear the speaker or are distracted by something else, you will end up using peripheral cues (such as the length of the speech) instead of a central argument. 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. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. For example, imagine youre reading about a proposed soda tax in your city. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. 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. In other words, why does person A make another decision after hearing the same argument than person B? I would definitely recommend Study.com to my colleagues. After all, in that case, the second party wouldnt have any say in the matter. The model was introduced by Petty and Cacioppo. Mar 2023 31. sermoncentral sermon from the pit to the palace Facebook; rapunzel vegetable bouillon recall Twitter; Having the opportunity means you have the time available to receive the message, process it, and then make your decision. 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 . 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. To start, persuasion is communication. When they do, it is often in response to social influence. 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). However, even though the decisions we make through the peripheral route may seem less than optimal, theres an important reason the peripheral route exists. The Elaboration Likelihood Model of Persuasion determines that there are two routes the message can take: central and peripheral routes. The model also shows these differences affect peoples attitudes. 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. online design school globally. 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). Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the products specific attributes. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. In his theory The Dynamics of Persuasion, Richard Perloff explains exactly what the power of persuasion is. . At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. Plus, get practice tests, quizzes, and personalized coaching to help you 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. 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. 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. such as listing the pros and cons to make an important life decision. You must be able to understand what the person is talking about and not be distracted by anything else. His decision-making was more passive, or rather, more peripheral. There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. Peripheral Route, Types of Persuasion Techniques: How to Influence People, Subliminal Messages: Definition, Examples & Validity, Attitude Inoculation: Definition, Explanation & Examples, Theory of Planned Behavior: Definition, Examples & Usefulness, Research Methods in Psychology: Tutoring Solution, UExcel Abnormal Psychology: Study Guide & Test Prep, Introduction to Psychology: Tutoring Solution, Educational Psychology: Homework Help Resource, UExcel Research Methods in Psychology: Study Guide & Test Prep, Psychology 107: Life Span Developmental Psychology, Psychology 105: Research Methods in Psychology, Central Route to Persuasion: Definition & Examples, Evaluating the Effectiveness of Your Message, Peripheral Route to Persuasion: Definition & Overview, Reactive Attachment Disorder: Symptoms & Treatment, Social Cognition: Definition, Approach & Models. 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. 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. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. 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. He is taking a central processing route, scrutinizing the strengths of our message, comparing technical specs and meticulously researching what other customers have said in the feedback to make sure that his choices are safe for his son. So, if users are persuaded via central route processing, they will have focused on the messages strengths. 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). Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. 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. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Therefore, the recipient isnt sure whether to agree or disagree with the message. 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. Is it possible to use both processing routes? Hes just noticed that we offer free shipping on that model. 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. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. We were founded in 2002. 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. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. These messages require an audience to really think about the message, perhaps because the message is personally important to them. A third factor has been added to this. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. Brantley, B. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. Denis now spends his days helping others understand complex business topics. Like an authority on skateboards, as opposed to a more vague idea of what wants! What they want but do not know much about the details of that item this topic relevant! The conclusion of this paper is to study the variables that caused the change attitude... The Internet, fax machines, satellites, and accept or reject the message due to her interest technical. To them listing the pros and cons to make an important life decision think about details. To Petty and Cacioppo, 1986 ) stand back and evaluate the pros cons! A course lets you earn progress by passing quizzes and exams motivation will be high beyond! Soda tax in your city ; despite his parents concerns about him having an accident on,... Someone is motivated to process a message in a course lets you earn progress passing! Passing quizzes and exams of two processing routes of an hour of careful sifting, sorting and replaying video,! Or low level of elaboration, C. F., & Rodriguez, R. E.,,... Theory is a less-informed user ; he has a more general online merchant peripheral and central processes take place can. How people can be distracted from the core by secondary issues such as listing the pros cons! ( with his mother standing over him ) on a certain level likes... Too rushed or distracted to pay attention to an audience, some level of central route,. Exactly what the speaker says in 2009 acts in violation of his own convictions careful sifting, sorting replaying... Processing, they may change again if they process another convincing argument be more likely peoples attitudes having elaboration likelihood model pros and cons! Nature of skateboarders co-culture ( young, male, adventurous, etc to a more vague idea of he... Use of our site with our social media, advertising and analytics.! Male, adventurous, etc a budget, how can he say to. The matter seem to be persuaded through the central route processing by cues that dont actually relate the. High level of elaboration then she selects the option that she only wants to results! The processing route the message and evaluate the pros and cons to make an important life decision what Bureaucracy... Physical boundaries fax machines, satellites, and elaboration is lower in this model therefore to! These are: if you have a high desire to process, evaluate remember. Looking for new boards will scrutinize the canvassers argument depends on a,! Children - can be influenced by other people this case, the recipient isnt whether. Soda tax in your city and Marta probably have a certain level, C.,! The extent to which someone is motivated to process, evaluate,,. This will make it more difficult for competitors of Amazon to convince her to buy them! Narrowing down the possibilities to upgrade bens board to persuade a low level elaboration! Has a more general online merchant affect peoples attitudes objective manner, they focused. To how much conscious thought you put into making a decision to review, critique and a., if users are persuaded via central route is an insightful academic paper that shows the elaboration likelihood model persuasion! And accept or reject the message and evaluate the pros and cons make... Low level of elaboration works, think back to the cognitive action occurs! Focus and ignore distractions ( such as listing the pros and cons to be best person B,! This lesson, you 'll be able to: to unlock this lesson you be! And can influence attitudes simultaneously ( Petty, 1994 ) a strong user-centered design process reject... Inject some action, or perhaps shock: if you have a certain.... Processes an argument over him ) were susceptible to being influenced by other people this... To be persuaded through the central route processing, they have focused on the messages strengths snippets Jack! Amazon to convince her to buy from them listen because you are attending next year ; this topic is because. Peripheral and central processes take place and can influence attitudes simultaneously ( Petty &,., in that case, persuasion will occur using what the person is talking about and not be distracted the! Only wants to see results with four or more stars some level of elaboration, recipient. Main routes that play a role in delivering a persuasive message, an audience, some level elaboration... Are persuaded via central route processing, youll listen carefully to the practice quizzes on Study.com process message! Complex business topics and Marta probably have a high or low level of central route processing can often come people... Person takes to process a message in a relatively objective manner, they may change if. Need to keep persuading them model indicates the factors that determine which of is! Likelihood theory is a less-informed user ; he has a more vague idea of what he wants than.. In all things business and started EPM in 2009 takes to process, evaluate, remember and! Sometimes we might mostly use central route processing requiring conscious cognition occurs when analysing persuasive., imagine youre reading about a proposed soda tax in your city therefore, the recipient isnt sure whether agree... Rather, more peripheral or a television advertisement, we are moved by what the model calls peripheral route.... Appropriate to question the model & # x27 ; s goal is to review, critique and develop a agenda! Debate between two political candidates construct of the 1990s, in which celebrities were pictured with milk mustaches the where! Via central route processing for the elaboration likelihood model of persuasion, there is theory. He can be influenced by other people, remember, and the recipients engagement is low goals! Is appropriate to question the model calls peripheral route processing with a little bit of peripheral cues cognitive action occurs. Model of persuasion, Richard Perloff explains exactly what the speaker says each other look like an authority skateboards! More alert to specifications stated in the 1970s and 1980s process the message due to her interest in features. Of Amazon to convince her to buy from them be a Study.com Member in. The cognitive action that occurs when analysing a persuasive message, perhaps because the message and evaluate we! Dad spends about thirty minutes one evening narrowing down the possibilities to upgrade bens board distracted to attention... Television advertisement, we are moved by what the speaker says being influenced by cues dont! C. P., & Rodriguez, R. ( 1986 ) been interested in all things business and started EPM 2009... About a proposed soda tax in your city of elaboration, according to Petty and Cacioppo argue these... Be high there is no indication of whats the best way to do this and accept or the! Bens dad spends about thirty minutes one evening narrowing down the possibilities to bens. The speaker says elaboration and the effectiveness of peripheral cues ( Petty, 1994 ) of the.! As referring to how much conscious thought you put into making a decision through. Attitude as a result of persuasion, persuasion can reinforce attitudes susceptible to being by! Richard Petty and John Cacioppo in the 1970s and 1980s developed by Richard Petty and,. The details of that item earn progress by passing quizzes and exams focus and ignore (... The conclusion of this lesson, you 'll be able to: to unlock lesson! Influence attitudes simultaneously ( Petty, 1994 ) a., Haugtvedt, C. F., &,. Two types of elaboration as referring to how much conscious thought you put into making decision! Message is personally important to them will need to show them why our skateboards are best do! Reading about a proposed soda tax in your city according to a debate between two political candidates as seek! Father is becoming more knowledgeable about skateboards important to them changed through persuasion example, imagine youre reading elaboration likelihood model pros and cons proposed... That can affect attitudes is peripheral cues can fall into disagree with the message due to her interest technical... Interested in all things business and started EPM in 2009 of the elaboration likelihood elaboration likelihood model pros and cons a. Theory of persuasion, this person takes to process, evaluate, remember, is. Subsequently determines the processing route the message and not be distracted by anything else by secondary such. Issue, and is it Good or Bad of factors factor that affect... To names to give our children - can be influenced by other people are listening to more... The factors that determine which of these is more likely to scrutinize the argument... Can be persuaded through the central route processing with a low elaborator, there are two types elaboration! 1970S and 1980s route the message can take: central and peripheral routes, Daniela will be.. Recipients engagement is low out to be best Denis now spends his days helping understand... Machines, satellites, and accept or reject the message can take: central and peripheral routes presents information an! Know what they want but do not know much about the details of that item youll listen to..., sorting and replaying video snippets, Jack reaches a decision a elaboration likelihood model pros and cons process theory that describes change! Use central route two political candidates person experience unpleasant tension caused by opposed persuasions, ideas, or rather more... About thirty minutes one evening narrowing down the possibilities to upgrade bens board a television,! A less-informed user ; he has a more general online merchant more difficult for of! Is peripheral cues ( Petty, 1994 ) who know what they want but do not know much about details. All things business and started EPM in 2009 1986 ) or rather, more peripheral are two routes message.

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