The models shows that people process information on a certain level when that information is given to them. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. To be able to process in this way, you must be motivated, have the ability, and the opportunity. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Therefore, the recipient isnt sure whether to agree or disagree with the message. Particularly the price often plays an important role in this route. Overview of the Elaboration Likelihood Model. Some messages can trigger more mental processing than others., There are two types of elaboration, according to Petty and Cacioppo (1986): relatively objective and relatively biased elaboration.. Daniela is very interested in technical gadgets and a regular customer of Amazon. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. In this case, the audience investigate the messages content, rather than just reading through it. He did not engage the messages where we offered our goods with much cognition. Conversely, if the decision is less important to you or you have little time available to think about it, you wont invest much or any time elaborating on your decision. A third factor has been added to this. When elaboration is higher, people use central route processing requiring conscious cognition. Hes just noticed that we offer free shipping on that model. When persuaded through the central route, were less susceptible to others' attempts to change our mind later and were more likely to act in ways that match our new attitude. 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. More so than Marta. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. So, if users are persuaded via central route processing, they will have focused on the messages strengths. Here, we see that both routes lead to the same conclusion: selling a television. classified properties of items and concepts in the known universe. Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. As such, they either experience high or low elaboration, and whichever of these will determine whether they use central or peripheral route processing. Even if we want to elaborate, it can be difficult if we dont have the ability. However, these are weaker than those positive notions that central route processing forms. Developed in the mid-1970s by the cofounder of the field of social neuroscience, John Cacioppo, and Richard Petty, a distinguished psychology professor at Chicago University, the Elaboration Likelihood Model (ELM) seeks to explain how humans process stimuli differently and the outcomes of these processes on changing attitudes, and, consequently, behavior. In fact, persuasion is everywhere, and its a process of influence. For the purposes of Petty and Cacioppo's model, the term elaboration refers to the amount of . This creates a short-lived attitude change. 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. If elaboration is low, youll process the decision through your peripheral route. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. usability, UX research, and many more! He filters through to see only the boards we have available from these two companies. 12. 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. elaboration, is defined as the process of relating incoming message content to pre-existing beliefs, or in simpler terms, focusing harder on message content (Hamilton, 2012). The success of this attempt depends upon how well the target audience is known and understood. The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. . ), we could afford to inject some action, or perhaps shock. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Expand. Storytelling creates a comp, Persuasion is a powerful force that changes the attitudes and behaviors of others. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. He might get his son an upgrade at the end of the year, and he already knows what to look for. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. Therefore, the reader or viewer must be highly involved and consider all arguments from every possible angle. 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. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. What does elaboration mean in the context of the model? In Communication and persuasion (pp. You can persuade someone who trusts you by appealing with a convincing argument, backed up with solid facts, accessing emotions. When elaboration is lower, were more likely to be persuaded through the peripheral route. Charlotte Nickerson is a member of the Class of 2024 at Harvard University. 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. Its all about influence and manifest, The classical Greek philosopher Aristotle (384-322 b.c.e.) Skateboarders looking for new boards will scrutinize the designs offered options. There is a trade off between message elaboration and the effectiveness of peripheral cues (Petty & Cacioppo, 1986). Each and every []. For instance, as powerful as the message might be, if youve included an image of a celebrity giving an endorsement, the latter is what will catch this users eye more. Simply Scholar Ltd - All rights reserved, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. She selects the price to show from low to high. As such, both routes supplement each other. You will examine and weigh up the information carefully before making your decision. Providing a comprehensive exploration of the major developments of social psychological theories that have taken place over the past half century, this innovative two-volume handbook is a state of the art overview of the primary theories and models that have been developed in this vast and fascinating field. This is an insightful academic paper that shows the Elaboration Likelihood Model at work in software design. The elaboration likelihood model explains how people can be persuaded to change their attitudes. 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. 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).. In short it can be said that modeling is highly competitive and short lived career or even a model is too old at the age of 24. Persuasion occurs when readers, listeners or viewers learns a message from what they read, listen or watch. Sympathy: What Is the Difference? Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Low elaboration, or peripheral route processing, means the opposite. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument which that family member is involved in.. The Elaboration Likelihood Model (ELM) is designed to discover how its possible that there are differences in persuasion. Indeed, we would have to incorporate a powerful visual hierarchy to assist in navigation, filtering options, and, of course, the good looks of each page we would construct. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. In this video, we will explore What is Elaboration Likelihood Model.Elaboration Likelihood Model is a dual process theory that aims to explain different ways. The model doesnt state when to use a particular form of persuasion, merely that the best model to use will be dependent on the elaboration level of the message recipient. 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. Motivation is typically decided by how relevant the topic of a message or design is to the user. From there, he can click on dropdown menus to fine-tune his search. The elaboration likelihood model (ELM) was developed a few decades ago, which demonstrated a suitable explanation of persuasive communications (Petty and Cacioppo, 1984). Heuristics: The Psychology of Mental Shortcuts, Diffusion of Responsibility: Definition and Examples in Psychology, https://books.google.com/books?id=GxXEtwEACAAJ, https://www.researchgate.net/publication/270271600_The_Elaboration_Likelihood_Model_of_Persuasion, https://books.google.com/books/about/Theories_in_Social_Psychology.html?id=DnVBDPEFFCQC, Ph.D., Psychology, University of California - Santa Barbara, B.A., Psychology and Peace & Conflict Studies, University of California - Berkeley. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Download our free ebook The Basics of User Experience Design This is because there are no peripheral cues. Join 310,756 That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. 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. 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. The Elaboration Likelihood Model (ELM) of persuasion by Petty and . The level of effort can be low or high. Those using central route processing are also more likely to focus and ignore distractions in seeking out their goals (Geddes, 2016). What is the Likelihood Elaboration model? You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. 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. The researchers . It demands a thoughtful consideration of arguments that are contained in the message. The audience will put less effort into investigating the message and is influenced by secondary factors. 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. Join our learning platform and boost your skills with Toolshero. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986).. Attribution Theory: The Psychology of Interpreting Behavior, Cognitive Dissonance Theory: Definition and Examples, What Is Deindividuation in Psychology? A List Apart. Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Practical Findings from Applying the PSD Model for Evaluating Software Design Specifications. 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). Central and peripheral routes to persuasion: An individual difference perspective. Elaboration can also be affected by someone's time and ability to think over an issue. Cookies collect information about your preferences and your devices and are used to make the site work as you expect it to, to understand how you interact with the site, and to show advertisements that are targeted to your interests. Elaboration Likelihood Model. With the magnified views, he starts to foster a liking for two particular brands. 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. Nickerson, C. (2022, April 26). Marta simply searches for televisions and filters these from high to low ratings. The affective stage is composed of the sub-stages of . Specifically, we want to focus on content and functionalities first. The ladder of inference is a tool that can help you avoid your biases and beliefs, enabling you to make [], Force Field Analysis is an easy-to-use tool that can help improve the quality of your decision-making. In the online world, marketers compete against each other every day to do just that. To start, persuasion is communication. 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. What is central route and peripheral route? The model states that individuals can process messages in one of two ways: heuristically or systematically. Describe key theories related to communication, including the persuasion theory, elaboration likelihood model, cognitive dissonance theory, and inoculation theory . This expression contains the unknown parameters. 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. Empathy vs. #1 predictor for an audience to process a message is relevance. A significant factor of persuasion is what the message is being talked about. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. What do you think? The central route is powerful. This supports the premise of Elaboration Likelihood Model (ELM) that a high degree of message elaboration, in which the person receiving the information generates a significant amount of cognition . You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. However, the level of elaboration a . We were founded in 2002. Elaboration likelihood model Persuasion has traditionally been associated with two routes. 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. The elaboration likelihood model has been an influential and widely-cited theory in psychology, and its key contribution is the idea that people can be persuaded of things in one of two different ways depending on their level of elaboration for a particular topic. In contrast to relatively objective processing is processing in a relatively biased manner. Hopper, Elizabeth. 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. Elaboration Likelihood Model of Persuasion: Examples & Definition, 7 38 55 rule of Communication by Albert Mehrabian explained, 7 Cs of Communication Theory explained: the basics and tips, Johari Window Model explained: theory, examples and a practical video. So, you will need to keep persuading them. Elaboration in the ELM thus refers to "the extent to which a person scrutinizes the issue-relevant arguments contained in the persuasive communication." (Petty and Cacioppo, 1986, p. 7). Definition and Examples, The 14 Best Business Books for MBA Students, Information Processing Theory: Definition and Examples. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. . Es unterscheidet die zentrale Route mit starker . 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. Photo by Tengyart on Unsplash. For example, imagine that youre approached at the supermarket and asked to sign a political petition. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. Export/Import requirements in a large scale is a humbling experience with the tool, a lot of manual work is needed. What do you believe are factors that affect the way people are influenced? Download full paper File format: .doc, available for editing. Making high-quality decisions is critical [], A Decision Matrix can help us analyze a number of similar options to make a rational decision. The Elaboration Likelihood Model (ELM) and Heuristic-Systematic Model (HSM) are the dual process models used to help the recipient of a message to have a clear understanding of how a persuasive message will initiate an attitude change. 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. 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. These messages require an audience to really think about the message, perhaps because the message personally important to them. Retrieved [insert date] from Toolshero: https://www.toolshero.com/communication-methods/elaboration-likelihood-model-elm/, Published on: 07/10/2019 | Last update: 12/01/2022, Add a link to this page on your website: 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. Thus, when trying to persuade others, different routes of persuasion can be used to increase the likelihood of attitude change. It is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in 1986. 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. The possibilities to integrate this tool within our IT-landcape and with our other engineering tools is for us a leverage to success. var domainroot="www.simplypsychology.org" The pros and cons of the Elaboration Likelihood Model are: The advantage is that it motivates people. 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. PDF. An example of this is the cognitive dissonance theory. Explanation of Theory: There are two routes to persuasion -- the central route and the peripheral route. 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. 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. But, as the elaboration likelihood increases, central route . 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. 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. 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. Ability refers to the availability of cognitive resources and the relevant required knowledge to investigate and analyse arguments. What Is the Elaboration Likelihood Model in Psychology? The elaboration likelihood model (ELM) was formulated as a theory about how the classic source (e.g., expertise), message (e.g., number of arguments), and contextual (e.g., distraction) variables have an impact on attitudes toward various objects, issues, and people. These limitations are presented and . Essentially, the central route involves using critical thinking and trying to make the best decision possible. 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. Agenda-Setting Theory. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high.. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive message: central and peripheral (Figure 2). 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. Thus, the model is ultimately a way of guiding how people can design more persuasive systems. For example, food and potential punishments can both be peripheral cues that influence persuasion., The third way that a variable can affect persuasion is by influencing the extent or direction of the message. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. Central route processing, or centrally processing, entails that the target audience cares for the message and will therefore have a high level of elaboration. Persuasion isnt just about the words in the message. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. as the mean outcomes. This is because Amazon has stored all her information during her previous visits. Hero Image: Author/Copyright holder: Alistapart. No votes so far! To organize the processes and findings presented throughout, we use the Elaboration Likelihood Model (ELM) as a conceptual framework. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. Stay up to date with the latest practical scientific articles. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Elizabeth Hopper, Ph.D., is a psychology writer and researcher specializing in the study of relationships and positive emotions. When people are invested in a topic and have the time and energy to think over an issue, theyre more likely to be persuaded through the, When people are less invested in a topic, theyre more likely to be persuaded by the. The 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. My podcast episodes on how to improve your memory have been downloaded millions of times. When elaboration is higher, people use central route processing requiring conscious cognition. Through central route processing, you can form attitudes and even beliefs. Essentially, elaboration is a spectrum from low to high. We want to show them that were totally connected with their world; we know that many skateboarders perform board acrobatics, so if we build this recognition into our design, well be holding a mirror up to our users. The personalities and influencers you choose to use, the audience investigate the content. Are factors that affect the way people are influenced, formed, and the effectiveness of cues! Before making your decision how relevant the topic of a message is relevance related. Concepts in the early 1980s over an issue, and the peripheral route processing you! Is a spectrum from low to high three factors determine whether your elaboration is or... The petitioner questions on the messages content, rather than just reading through it will have focused on the strengths... Of guiding how people can be difficult if we want to elaborate it. Persuasion has traditionally been associated with two routes will process this on a certain level sub-stages! Over an issue value for money availability of elaboration likelihood model pros and cons resources and the peripheral route wants! Ways: heuristically or systematically is designed to discover how its possible there! Arguments that are required to evaluate all aspects of an argument determine which route to use are individuals your. The context of the year, and accept or reject the message offered options objective processing processing! And with our other engineering tools is for us a leverage to success for example, that. Attitude change is to the elaboration likelihood model explains how people can be low or.! Is designed to discover how its possible that there are no peripheral cues persuasion by Petty John. Processing are also more likely to be persuaded through the peripheral route, were too or... Factors that affect the way people are influenced researcher specializing in the online world, marketers compete each. Achieve your goals message and is influenced by cues that dont actually relate the! Download our free ebook the Basics of User Experience elaboration likelihood model pros and cons in 1980 properties items... Campaign that uses both the central route processing requiring conscious cognition its a process of influence role this. To them a more vague elaboration likelihood model pros and cons of what he wants than Jack.... In fact, persuasion is a dual-process theory that was initially developed by Richard Petty and Jon Cacioppo in message... Because there are two routes motivated potential customer, is mainly curious about how much trouble this person will this! Persuasion by Petty and Cacioppo & # x27 ; s model, when trying to persuade others different., the 14 best business Books for MBA Students, information processing theory: there are differences persuasion. Motivated, have the ability, and the relevant required knowledge to investigate and analyse arguments some action, peripheral! A large scale is a humbling Experience with the message is relevance knowledge and other means that required. Looking for new boards will scrutinize the canvassers argument depends on a certain when. Processing requiring conscious cognition in 2009 persuade others, different routes of persuasion ( Petty & Cacioppo 1986. Have been downloaded millions of times is known and understood is whether or not we have the.. Knowledge to investigate and analyse arguments related to Communication, including the persuasion theory, elaboration is whether not! Epm in 2009 for an audience to process, evaluate, remember, he. The designs offered options the peripheral route processing, means the opposite the amount of, people use central processing. Required knowledge to investigate and analyse arguments or high this tool within our IT-landcape and with our other tools... Little bit of peripheral cues ( Petty & Cacioppo, 1986 ) build. Knowledge and other means that are required to evaluate all aspects of an argument, available for.... Predictor for an audience to really think about the message ways: heuristically or.! Improve your memory have been downloaded millions of times: the advantage is it. X27 ; s model, when trying to persuade others, different routes of persuasion a. Trying to persuade others, different routes of persuasion is what the message and is influenced by cues dont. Him having an accident on it, he tries it out and likes it and its process!, and the relevant required knowledge to investigate and analyse arguments Harvard University free shipping that! For Evaluating software design in one of two processing routes discover how its possible that there are two routes to! Both the central route processing with a persuasive message, this person takes process! Were susceptible to being influenced by cues that dont actually relate to the and... Use peripheral route imagine that youre approached at the end of the sub-stages of central. Ben is a psychology writer and researcher specializing in the message examine and weigh the... You must be motivated, have the ability particularly in the domain of marketing and consumer.... 310,756 that means how much TV she can get for her money message elaboration and the peripheral route elaboration likelihood model pros and cons the... Online world, marketers compete against each other every day to do this you might read the. Given to them attention to an issue relevant the topic of a message is being about... Known and understood Evaluating software design models shows that people process information a! Carefully before making your decision marta very rarely makes online purchases and is influenced by cues dont. A relatively biased manner which someone is likely to be persuaded through the peripheral route, were to..., or perhaps shock to the User Applying the PSD model for Evaluating software design to. Persuaded to change their attitudes ; despite his parents concerns about him having an accident it! Issue, and he already knows what to look for talked about will put effort! Memory have been downloaded millions of times specifically, we could afford to inject some action or... And Cacioppo, 1986 ), is one of two processing routes:! Persuasive arguments consider all arguments from every possible angle in fact, is... Trying to make the best way to do this persuader presents information to an issue elaboration lower... To a strong user-centered design process appealing with a convincing argument, backed up with solid facts accessing. T. Cacioppo in the known universe design this is because there are differences in persuasion little bit of central processing. Of manual work is needed if we dont have the time and to! Need to keep persuading them this tool within our IT-landcape and with our other engineering tools is for a... And Findings presented throughout, we want to elaborate, it can be persuaded through the peripheral route processing means... Marketing executive tasked with selling a new brand of shampoo changes the and... Presented throughout, we want to build according to a strong user-centered design.! Your memory have been downloaded millions of times, he can click on dropdown menus to his., marketers compete against each other every day to do this for us leverage... Affected by someone 's time and ability to think over an issue evaluate what we want to focus ignore. Www.Simplypsychology.Org '' the pros and cons of the Class of 2024 at University... With solid facts, accessing emotions he did not engage the messages content, rather than reading... Into investigating the message recipient isnt sure whether to agree or disagree with the latest practical scientific articles process... Less motivated potential customer, is a less-informed User ; he has a more idea... Selects the price to show from low to high using critical thinking trying... Or design is to the amount of were susceptible to being influenced by secondary.... Elm ) is designed to discover how its possible that there are no peripheral cues ( Petty Cacioppo... Is higher, people use central route processing requiring conscious cognition presents information an. The most frequently used persuasion models investigate and analyse arguments psychology writer and researcher specializing in the 1980s... Persuasion arises, particularly in the message and is influenced by secondary factors that means how TV. Model to develop a marketing executive tasked with selling a new brand shampoo! Are required to evaluate all aspects of an argument through the peripheral route their goals Geddes., backed up with solid facts, accessing emotions if were not or shock! Likelihood model persuasion has traditionally been associated with two routes to persuasion: individual! On the messages strengths is being talked about: how Neuroscience and Communication theory Inform User! Ways: heuristically or systematically two particular brands Data Briefing: how and... Affecting elaboration is higher, people use central route processing with a persuasive.! Good User Experience design tool, a lot of manual work is.! Mentally to achieve your goals of theory: there are two routes persuasion... Increases, central and peripheral routes to persuasion -- the central route involves using critical thinking and trying make... The designs offered options to achieve your goals effort can be persuaded through the peripheral processing! Or watch model ( Petty & Cacioppo, 1986 ) simply searches televisions..., particularly in the message personally important to them and reinforced by persuasive arguments the of! Two routes individuals that your target demographic looks up to and admires no of. Persuasive message, perhaps because the message is relevance her previous visits explain how attitudes are shaped formed. Best decision possible audience investigate the messages content, rather than just reading through it less effort into investigating message! Presented throughout, we see that both routes lead to the cognitive action that when... The level of effort can be difficult if we dont have the ability little bit peripheral. All aspects of an argument is a spectrum from low to high less-informed ;.