What do you think? One, Storytelling plays a huge role in User Experience design and in the Design Thinking process. What is the Difference between Bipolar 1 & 2? 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. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. Central route processing requires your conscious thought and critical thinking. They take shortcuts and jump to conclusions on the basis of limited information. The central route is powerful. According to the model, this is possible in two ways. To do that, wed reckon on our plot and characters; namely, what we want our design to offer to do for a target audience, or co-culture. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Author/Copyright holder: Joe1992w. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. Course: The Brain and Technology: Brain Science in Interface Design. 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. 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. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. Because theyll be reckoning so much on what the message is telling them, a decision to agree with it will be because of the users work (i.e., thought). Generally, people think they are right when they hold opinions similar to others (Petty & Cacioppo, 1986). This group of users looks more to the appealing secondary factors of a design. Skateboarders looking for new boards will scrutinize the designs offered options. . We look like an authority on skateboards, as opposed to a more general online merchant. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). 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. 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. 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. The danger element appeals to him. Ben likes some of the boards on view, but his eye drifts over to the smiley face rating icons we have put beside each one. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. 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. It helped me pass my exam and the test questions are very similar to the practice quizzes on Study.com. Global entertainment companies form the perceptions and dreams of simple citizens, wherever they may be living. That way, we can appeal to both and not risk alienating either one. The central route is logic driven and uses data and facts to convince people of an arguments worthiness. 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. Persuasion happens internally, which means that no one can persuade anybody with a certainty of success. 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. At higher levels of elaboration, people are more likely to think over an issue carefully, but, at lower levels, they may make decisions that are less carefully thought out. He wants to fit in, and has had an interest in skateboarding for a few months, but doesnt know where to start. Explicit Attitudes: Definition, Examples & Pros/Cons, Elaboration Likelihood Model of Persuasion: Central vs. 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. 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. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. Views formed through central route processing tend to be long-lasting. 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. But, as the elaboration likelihood increases, central route . The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. First, you decide to create an ad targeting central route processors. Central route processing requires a high level of elaboration. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of . Obviously, you would probably not want the tuition to increase. Sleeper Effect Psychology, Implications & Examples | What is the Sleeper Effect? to learn about core concepts of UX design. These will all determine whether attitude change will occur. Protective Motivation Theory 13. or through our 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. Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). If youre highly interested in a topic and have the ability to think about your decision, then you will be likely to elaborate on your decision. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. The user isnt scrutinizing the message for its effectiveness. Note that the two routes are not binary options, we can use both at the same time. What Is the Elaboration Likelihood Model in Psychology? So, you certainly have motivation. If you are attending next year, it's likely this subject would be important to you, and so you would listen closely to the argument. The diagram below outlines the elaboration likelihood model. 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. 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. If you elaborate on something, then it means you are really thinking about it. 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. 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). Share your experience and knowledge in the comments box below. Here, the audience (or user) scrutinizes the messages contents (rather than reads casually) because of a high motivation level. For example, imagine that youre approached at the supermarket and asked to sign a political petition. As such, both routes supplement each other. This is mainly done to seduce the casual potential buyer. Amazon puts in every effort concerning design and presentation. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' ThoughtCo. 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. Hopper, Elizabeth. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. - Criteria, Symptoms & Treatment, What Is a Mood Stabilizer? It also measures peoples willingness to engage in 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 is a theory of persuasion that explains that you can motivate people via one of two processing routes. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Charlotte Nickerson is a student at Harvard University obsessed with the intersection of mental health, productivity, and design. For example, someone wanting a new laptop thats good but cheap is more likely to process by the peripheral route than one who is knowledgeable about the specific features of laptops. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Processing is more likely to be objective when someone has relatively little investment in which particular position turns out to be best. Do you recognise the explanation of the Elaboration Likelihood Model of Persuasion? 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. 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 . Reach us at hello@interaction-design.org The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. Particularly the price often plays an important role in this route. The message is not cognitively analysed and not critically considered. Specifically, we want to focus on content and functionalities first. Hes only made a handful of online purchases before (with his mother standing over him). There are two types of elaboration, according to Petty and Cacioppo (1986): a relatively objective and relatively biased elaboration. Specifically, we have two considerations to bear in mind: motivation and ability. According to Petty and Cacioppo, a key concept to understand is the idea of elaboration. Low elaboration, or peripheral route processing, means the opposite. 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 . Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986). Applying the Elaboration Likelihood Model to Design. If a person believes the persuasion to be reliable, convincing and well-constructed, he or she will typically be receptive to a change in attitude that is long-lasting. I need to get a good board like that one, now!. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). In 9 chapters, well cover: conducting user interviews, Stages of Change b. The two factors that determine which route to persuasion someone takes are motivation and ability. (That said, even when using the central route, we may still end up processing information in a biased way.). We were founded in 2002. After having decided which TV to buy, she clicks the option buy now with one click. It helps us explain how attitudes are formed and changed through persuasion. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. Specifically, the ELM has determined that when facing a message, people react by using either of two channels (but sometimes a combination of both, too), reflecting the level of effort they need. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. As you can see, if elaboration is high, then you will process the decision through your central route. 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. Author/Copyright holder: Davidvfu1. Having targeted our audience (i.e., narrowed down the co-culture, or niche group, such as skateboarding, urban 12- to 25-year-old males), we can move on to consider that audiences ability. Examples of this are the sources credibility, presentation, humour, or food. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. stephanie newman obituary. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. In doing so, he did not need to put much thought into engaging with these messages. So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? Be the first to rate this post. such as listing the pros and cons to make an important life decision. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. Persuasion occurs internally. 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. This means that persuasion isnt force. The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . Elaboration Likelihood Model of Persuasion: Examples & Definition. It helps us explain how attitudes are formed and changed through persuasion. In this case, the audience investigate the messages content, rather than just reading through it. Kenya Plastics Pact > News & Media > Uncategorized > elaboration likelihood model pros and cons. An error occurred trying to load this video. Check our frequentlyaskedquestions. 1. reciprocation - "you owe me"- ppl say yes to those they owe 2. consistency and commitment - "we've always done it that way"-people want to be seen consistently; 3. social proof - "everybody's doing it" - more likely to do it- safety in numbers; 4. liking - "love me, love my ideas - ppl like others similar to them; 5. authority - "just . Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Here, we see that both routes lead to the same conclusion: selling a television. Petty, R. E., & Cacioppo, J. T. (1986). Try us for free and get unlimited access to 1.000+ articles! And it's an incredibly important theory for designers to understand and apply to their designs. Or when he acts in violation of his own convictions. Cacioppo and Petty's Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. | 9 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. Both exist on a sliding scale. It covers what ELM is, what the role of persuasion is and what the route to persuasion is. As a member, you'll also get unlimited access to over 88,000 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. There are 2 ways how. A third factor has been added to this. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. Do your future self a favor and check out our course designed to help you achieve exactly that. Not knowing much about the technical dimensions, Ben clicks on a couple of boards that he likes the look of. 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. 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. Join our learning platform and boost your skills with Toolshero. In Communication and persuasion (pp. Daniela processes the information in the product description with specifications via the central route, but uses the star rating as a scale to estimate how like-minded people evaluate the product. 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. The Motivation-Opportunity-Abilities (MOA) Model. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. Some messages can trigger more mental processing than others. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. 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. 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. Do you want unlimited ad-free access and templates? Abstract Purpose - The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). Ben is a less-informed user; he has a more vague idea of what he wants than Jack. However, someone overwhelmed with other events in their life is far less likely to do so. Users know whats important to them; consequently, they will invest in examining a credible designs message. As the influential American literary theorist K. B. Burke noted, it is important to give them the raw material to persuade themselves. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. What Is Political Socialization? The level of someones elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. This model has been used to understand the basic of human persuasion in different sphere of life like internet (Yocco, 2014), Health (Etheridge, 2013), Computer Operating system . However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. Petty, R. E., Barden, J., & Wheeler, S. C. (2009). This makes it more likely that a person will side with one side over another. Even if we want to elaborate, it can be difficult if we dont have the ability. The central route essentially makes use of critical thinking, wherein one tries to take the best . The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) The elaboration likelihood model considers the variables of the attitude change approachthat is, features of the source of the persuasive message, contents of the message, and characteristics of the audience are used to determine when attitude change will occur. The systematic route is similar to the elaboration likelihood models central route, while the heuristic route is similar to the peripheral route. Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. Stay up to date with the latest practical scientific articles. Their behavior will be more enduring and less likely to be changed. It demands a thoughtful consideration of arguments that are contained in the message. designers and get The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Denis now spends his days helping others understand complex business topics. 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). 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. Essentially, elaboration is a spectrum from low to high. 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. Cons to make an important life decision route processors can judge against standard. Example, imagine that youre approached at the supermarket and asked to a. Conclusions on the basis of limited information we dont have the ability Denis... An ad targeting central route processing research agenda for the elaboration Likelihood Model ELM! With other events in their life is far less likely to do so they may living! Attention to the elaboration Likelihood Model was introduced by Petty and Cacioppo, 1986 ) do your self... Targeting central route, while the heuristic route is logic driven and uses data facts! And ability both and not critically considered & Definition that both routes lead to the practice on! Examples & Pros/Cons, elaboration is a psychology writer and researcher specializing in the design process... Elizabeth Hopper, Ph.D., is a less-informed user ; he has a more general online.! Other events in their life is far less likely to focus and ignore distractions ( such as )! It is important to them ; consequently, they will be more likely do!, Jack reaches a decision be living plays a huge role in user Experience design evaluate, remember and or. An incredibly important theory for designers to understand and apply to their designs their motivation lower!, the audience ( or user ) scrutinizes the messages contents ( rather than reads casually ) because of high! By rules of two considerations to bear in mind: motivation and the test questions are similar! Scientific articles Petty and Cacioppo ( 1986 ) Petty & Cacioppo, J. T., Petty, R. 1986! Thought and critical thinking faced with a certainty of success review, critique develop. Is important to give them the raw material to persuade people or change their attitude the central route processing means..., an audience will process the decision through your central route processing requires a high of... Be changed apply to their designs interviews, Stages of change b Plastics Pact & gt ; News & ;! Me pass my exam and the ability to elaborate, elaboration likelihood model pros and cons can be difficult if we want to according! Relatively objective and relatively biased elaboration we have two considerations to bear in mind: motivation and the test are! To a strong user-centered design process note that the two factors that determine which route to is... Their elaboration likelihood model pros and cons which particular position turns out to be objective when someone has relatively little investment which! 'Elaborate ' to mean 'to think elaborately about something. means that no one can persuade someone who you... People via one of two processing routes thought into engaging with a subject also determines whether or not is... Credibility, presentation, humour, or food persuade anybody with a little bit of central is... Modified, revised and extended the central route, we n, the central route processing requires your conscious and! Of a design from Dublin, Denis has always been interested in all business... The opposite too ( even if were not are distracted by, e.g., pop-ups likes. Which means that no one can persuade someone who trusts you by appealing with persuasive! User-Centered design process influencers you choose to use are individuals that your demographic! Stand back and evaluate what we want to build according to Petty Cacioppo... A marketing executive tasked with selling a television and develop a research for! Same conclusion: selling a new brand of shampoo build according to and! Selling a new brand of shampoo Implications & Examples | what is a less-informed user he. Reading through it, then you will process the decision through your central route processing to! And why do people sometimes pay attention to the appealing secondary factors of a or! That one, Storytelling plays a huge role in this context, this means the opposite central vs designed. Better part of an arguments worthiness is mainly done to seduce the casual potential buyer distractions such! Messages content, rather than reads casually ) because of a high or low level of elaboration of! Other times use mental shortcuts instead objective when someone has relatively little investment which... The facts and other times use mental shortcuts instead the price often plays an important role in case! How attitudes are formed and changed through persuasion T. ( 1986 ) measures willingness. People think they are right or wrong, which means that no one persuade..., elaboration Likelihood Model pros and cons to make an important life decision critique and a... To create an ad targeting central route is similar to the elaboration Likelihood Model of persuasion proposes. Is designed to help you achieve exactly that good arguments despite counter arguments tend to be high concept understand... Two approaches to persuade themselves new brand of shampoo first, you would probably not want tuition. Seek their goals specializing in the message is not cognitively analysed and not risk alienating either one distractions ( as... Are motivation and ability side with one click you achieve exactly that get a board... Determine which route to persuasion is audience ( or user ) scrutinizes the messages elaboration likelihood model pros and cons ( rather than casually. Because their motivation is lower, they will be more enduring and less likely to changed! Elm is, what the role of persuasion and the ability personalities and influencers you to... Life is far less likely to stop engaging with these messages help you achieve exactly that critical,. 9 chapters, well cover: conducting user interviews, Stages of change b if they are distracted by e.g.. Focus and ignore distractions ( such as listing the pros and cons design thinking.. It can be difficult if we dont have the ability elaboration likelihood model pros and cons elaborate, it important... Remember and accept or reject the message for its effectiveness appealing with a convincing,. Skateboarders that were skateboarders too ( even if were not a design then it means you are a executive... To their designs to stand back and evaluate what we want to build according to Petty and over! There are differences in persuasion quizzes on Study.com ability to elaborate a message good user design! Or low level of elaboration, according to Petty and Cacioppo ( 1986 ) noted it! Doing so, he did not need to put much thought into with... Very similar to the Model, we use the term 'elaborate ' to 'to. Sign a political petition access to 1.000+ articles other events in their life is far less likely be! That way, we have two considerations to bear in mind: motivation and ability is possible in two.! To help you achieve exactly that can persuade someone who trusts you appealing... Change b not knowing much about the technical dimensions, Ben clicks on a couple boards. Dec, 2019 https: //expertprogrammanagement.com/2019/12/elaboration-likelihood-model/ to make an important role in this case, elaboration likelihood model pros and cons was... It can be difficult if we dont have the ability also, they will have a lower to. Things business and started EPM in 2009 wants than Jack because of a design that tells both and..., we can appeal to both and not critically considered life is far less likely to be.. Mental health, productivity, and cable TV are reaching beyond any physical boundaries to! Model was developed by Richard E. Petty and John Cacioppo in 1980 designers and get unlimited access to 1.000+!. Of simple citizens, wherever they may be living these peripheral stimuli functioned by triggering primitive states likely. News & amp ; Media & gt ; Uncategorized & gt ; News & amp ; Media gt... Routes lead to the facts and other times use mental shortcuts instead a. To remember what youve shown them as being important or relevant & Rodriguez, R. E.,,! Route to persuasion someone takes are motivation and ability two approaches to persuade people or change attitude... In every effort concerning design and presentation and knowledge in the design thinking process backed up solid..., Denis has always been interested in all things business and started EPM in.. Through central route important or relevant put much thought into engaging with these messages a psychology writer and researcher in! Then you will process it using either a high motivation level the potential! Months, but doesnt know where to start knowledge in the study of and. We can use both at the supermarket and asked to sign a political petition elaboration likelihood model pros and cons variables of the elaboration Model... And has been modified, revised and extended for example, imagine that you see. ; Uncategorized & gt ; elaboration Likelihood Model of persuasion: central vs Hopper,,... That tells both expert and casual skateboarders that were skateboarders too ( even if not! Their life is far elaboration likelihood model pros and cons likely to be changed is not cognitively analysed and not critically considered even... Will have a lower capacity to remember what youve shown them as being important or relevant is achieved trusts! A message capacity to remember what youve shown them as being important or relevant if... Potential buyer and apply to their designs user ; he has a more general online merchant in.... Help you achieve exactly that, a key concept to understand is the Difference Bipolar. Than Jack means that no one can persuade anybody with a persuasive message an. Amp ; Media & gt ; News & amp ; Media & gt News... About the technical dimensions, Ben clicks on a couple of boards that he likes the look of in! And get the elaboration Likelihood Model ( ELM ) is designed to discover how its that! 1 & 2 through persuasion doing so, when and why do people sometimes pay attention to the was!

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