1 ? The ELM was created to provide a framework to help explain the many seemingly inconsistent findings in the persuasion literature. Thousand Oaks, CA: Sage. the receiver despises, have been presented. If the peripheral cue If the message is ambiguous but pro-attitudinal (in line {{ nextFTS.remaining.days === 0 ? The elaboration likelihood model of persuasion. Positive or negative cues you’ve picked up. {{ nextFTS.remaining.months > 1 ? When elaboration is higher, people use central route processing requiring conscious cognition. 'months' : 'month' }} {{ nextFTS.remaining.days }} You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. In the ELM, information is the primary driver of attitude change. 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). A course designed to help you master CARS. ", European Journal of Information Systems, (23) 2, pp. These are: If you have a high desire to process the message you’re receiving, then your motivation will be high. When elaboration is higher, people use central route processing requiring conscious cognition. Bhattacherjee, A., and C. Sanford (2006) "Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model", MIS Quarterly, pp. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Both exist on a sliding scale. • 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. Elaboration Likelihood Model Example. Both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative. This can happen when, for example, you’re in a noisy environment, or when you don’t have enough knowledge about a subject to be able to think deeply about it. using an expert appeal, and attempting a contrast effect where the to persuasion: the central path and the peripheral path. 175-206. Elaboration Likelihood Model - Wikipedia Entry - [1], Elaboration Likelihood Model – Psychwiki.com - [2], Elaboration Likelihood Model – University of Twente - [3], Elaboration Likelihood Model – video from “The Psych Files” - [4], Unified theory of acceptance and use of technology. 'Starts Today' : 'remaining' }} The elaboration likelihood model considers the variables of the attitude change approach—that 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. If the message is ambiguous but attitudinally neutral (with 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. 'days' : 'day' }} If you continue to use this site we will assume that you are happy with it. The message sent through peripheral route is not analyzed cognitively. Even if we want to elaborate, it can be difficult if we don’t have the ability. Brian, a high school student in a book store to buy a note book for doing his homework. 'days' : 'day' }}, {{ nextFTS.remaining.months }} Bansal, G., Zahedi, F. M., & Gefen, D. (2015). However learning may not be always combined with persuasion. They are called Central route and peripheral route. • The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message. The central route is logic-driven and uses data and facts to convince people of an argument’s worthiness. {{ nextFTS.remaining.months > 1 ? This route requires less cognitive effort than the aforementioned central route. This theory organizes the many different attitude change processes under a single conceptual umbrella. Here the woman processes the message in her central route and not her husband. Eagly, A.H., and Chaiken, S. 1993. A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective", Journal of the Association for Information Systems, (13) 8. First, you decide to create an ad targeting central route processors. Psychology, Behavioral And Social Science, Advertising, Public relations, Marketing and Consumer Behavior. to persuasion should be used. Zhang, W., and S. A. Watts (2008) "Capitalizing on Content: Information Adoption in Two Online Communities", Journal of the Association for Information Systems, (9) 2. Peripheral cues include such communication strategies If the receiver is motivated and able to elaborate on the message Using the peripheral route you’re not consciously examining information, and you’ll often make your decision based on: In essence, you’re trying to decide without investing any real thinking time. Explanations > Theories > Elaboration Likelihood Model. If you think your finances might be affected by this tax change, then you’re going to be more motivated to think about this issue than someone who isn’t personally affected. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. According to this model, after a particular route is chosen, the information is then passed through three different stages. If the receiver is unlikely to {{ nextFTS.remaining.days > 1 ? If the person cares about the issue and has access to the message with a minimum of distraction, then that person will elaborate on the message. We remember the message as ideas and we will be persuaded by it. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. When you create an attitude or view in this way, you’re less likely to change your mind about it later and more likely to behave in ways that match your new position. 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. This can happen when, for example, you’re in a noisy environment, or when you don’t have enough knowledge about a subject to be able to think deeply about it. 123-205). 286-300. And her husband may not be interested in jewels so he will be totally ignoring the message from advertisements about the jewels. path is most appropriately used when the receiver is motivated to {{ nextFTS.remaining.days > 1 ? These are referred to as the central and peripheral routes. {{ notification.creator.name }} think about the message and has the ability to think about the Sage. 271-291. She is fascinated with the new trends and tends to collect them. The theory explains how attitudes are formed and reinforced by persuasive arguments. First, you decide to create an ad targeting central route processors. If we did not learn something, it is not possible to remember it and we will not be persuaded by it. 47-65. {{ nextFTS.remaining.months > 1 ? Specifically, it is a “dual-process” theory – that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. as trying to associate the advocated position with things the What does elaboration mean in the context of the model? Here the receiver of the message is not sure whether to agree with the message or to disagree. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Adoption of Electronic Health Records in the Presence of Privacy Concerns: The Elaboration Likelihood Model and Individual Persuasion, Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model, The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation, Using an elaboration likelihood approach to better understand the persuasiveness of website privacy assurance cues for online consumers, Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption, Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective, https://is.theorizeit.org/w/index.php?title=Elaboration_likelihood_model&oldid=1098. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples. Sussman, S. W., and W. S. Siegal (2003) "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption", Information Systems Research, (14) 1, pp. The Psychology of Attitudes. You can think of elaboration as referring to how much conscious thought you put into making a decision. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. The process of persuasion through Central route is straight to the point and complete. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. persuasion: the process of changing our attitude toward something based on some kind of communication: quick definition. advocated position is presented after several other positions, which In order to do so, you must register. 'months' : 'month' }}, {{ nextFTS.remaining.days }} If you elaborate on something, then it means you are really thinking about it. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. European Journal of Information Systems, 24(6), 624-644. If the peripheral cue association is Jahng, J., H. Jain, and K. Ramamurthy (2007) "Effects of Interaction Richness on Consumer Attitudes and Behavioral Intentions in E-commerce: Some Experimental Results", European Journal of Information Systems, (16) 3, pp. 805-825. He became confused, and then he saw a notebook with his favorite football player’s picture in front cover. peripheral route: indirect route that uses peripheral cues to associate positivity with the message. Elaboration Likelihood Model. 'months' : 'month' }}, {{ nextFTS.remaining.days }} O'Keefe, D. J. Log in. The ELM explains that changes in attitudes are a function of (1) the quality of the information or argument, (2) peripheral cues, including heuristics and other stimuli that influence persuasion, and (3) elaboration likelihood. 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elaboration likelihood model

Description. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. The person may not be able to Communication and Persuasion: Central and Peripheral Routes to Attitude Change. People who are considering a shampoo via the central route might be particularly conscious of their image or whether there are any artificial ingredients contained within the shampoo. When wishing to persuade a low elaborator, there is no indication of what’s the best way to do this. In this case, persuasion will occur using what the model calls central route processing. It is possible to use both the central route and peripheral route persuasion at the same time. Please contact your card provider or customer support. Figure 1. You’ll be influenced by associating the decision with positive or negative cues or by using cognitive cues. is likely. Tam, K. Y., and S. Y. Ho (2005) "Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective", Information Systems Research, (16) 3, pp. The elaboration likelihood model (ELM) is a psychological theory that addresses the process of persuasion. The Elaboration Likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. Newbury Park, CA: The elaboration likelihood model (ELM) interprets persuasion in a very good way. {{ nextFTS.remaining.days > 1 ? The ELM was created to provide a framework to help explain the many seemingly inconsistent findings in the persuasion literature. Thousand Oaks, CA: Sage. the receiver despises, have been presented. If the peripheral cue If the message is ambiguous but pro-attitudinal (in line {{ nextFTS.remaining.days === 0 ? The elaboration likelihood model of persuasion. Positive or negative cues you’ve picked up. {{ nextFTS.remaining.months > 1 ? When elaboration is higher, people use central route processing requiring conscious cognition. 'months' : 'month' }} {{ nextFTS.remaining.days }} You decide to use the elaboration likelihood model to develop a marketing campaign that uses both the central and peripheral processing routes. In the ELM, information is the primary driver of attitude change. 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). A course designed to help you master CARS. ", European Journal of Information Systems, (23) 2, pp. These are: If you have a high desire to process the message you’re receiving, then your motivation will be high. When elaboration is higher, people use central route processing requiring conscious cognition. Bhattacherjee, A., and C. Sanford (2006) "Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model", MIS Quarterly, pp. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. Both exist on a sliding scale. • 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. Elaboration Likelihood Model Example. Both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative. This can happen when, for example, you’re in a noisy environment, or when you don’t have enough knowledge about a subject to be able to think deeply about it. using an expert appeal, and attempting a contrast effect where the to persuasion: the central path and the peripheral path. 175-206. Elaboration Likelihood Model - Wikipedia Entry - [1], Elaboration Likelihood Model – Psychwiki.com - [2], Elaboration Likelihood Model – University of Twente - [3], Elaboration Likelihood Model – video from “The Psych Files” - [4], Unified theory of acceptance and use of technology. 'Starts Today' : 'remaining' }} The elaboration likelihood model considers the variables of the attitude change approach—that 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. If the message is ambiguous but attitudinally neutral (with 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. 'days' : 'day' }} If you continue to use this site we will assume that you are happy with it. The message sent through peripheral route is not analyzed cognitively. Even if we want to elaborate, it can be difficult if we don’t have the ability. Brian, a high school student in a book store to buy a note book for doing his homework. 'days' : 'day' }}, {{ nextFTS.remaining.months }} Bansal, G., Zahedi, F. M., & Gefen, D. (2015). However learning may not be always combined with persuasion. They are called Central route and peripheral route. • The peripheral route is an indirect route that uses peripheral cues to associate positivity with the message. The central route is logic-driven and uses data and facts to convince people of an argument’s worthiness. {{ nextFTS.remaining.months > 1 ? This route requires less cognitive effort than the aforementioned central route. This theory organizes the many different attitude change processes under a single conceptual umbrella. Here the woman processes the message in her central route and not her husband. Eagly, A.H., and Chaiken, S. 1993. A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective", Journal of the Association for Information Systems, (13) 8. First, you decide to create an ad targeting central route processors. Psychology, Behavioral And Social Science, Advertising, Public relations, Marketing and Consumer Behavior. to persuasion should be used. Zhang, W., and S. A. Watts (2008) "Capitalizing on Content: Information Adoption in Two Online Communities", Journal of the Association for Information Systems, (9) 2. Peripheral cues include such communication strategies If the receiver is motivated and able to elaborate on the message Using the peripheral route you’re not consciously examining information, and you’ll often make your decision based on: In essence, you’re trying to decide without investing any real thinking time. Explanations > Theories > Elaboration Likelihood Model. If you think your finances might be affected by this tax change, then you’re going to be more motivated to think about this issue than someone who isn’t personally affected. They did this by proposing two routes of persuasion that the results of previous studies can fall into. Persuasion is referred as the action by which, convincing or causing someone to do something through reasoning or argument. According to this model, after a particular route is chosen, the information is then passed through three different stages. If the receiver is unlikely to {{ nextFTS.remaining.days > 1 ? If the person cares about the issue and has access to the message with a minimum of distraction, then that person will elaborate on the message. We remember the message as ideas and we will be persuaded by it. The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. When you create an attitude or view in this way, you’re less likely to change your mind about it later and more likely to behave in ways that match your new position. 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. This can happen when, for example, you’re in a noisy environment, or when you don’t have enough knowledge about a subject to be able to think deeply about it. 123-205). 286-300. And her husband may not be interested in jewels so he will be totally ignoring the message from advertisements about the jewels. path is most appropriately used when the receiver is motivated to {{ nextFTS.remaining.days > 1 ? These are referred to as the central and peripheral routes. {{ notification.creator.name }} think about the message and has the ability to think about the Sage. 271-291. She is fascinated with the new trends and tends to collect them. The theory explains how attitudes are formed and reinforced by persuasive arguments. First, you decide to create an ad targeting central route processors. If we did not learn something, it is not possible to remember it and we will not be persuaded by it. 47-65. {{ nextFTS.remaining.months > 1 ? Specifically, it is a “dual-process” theory – that is, a theory that explains that there are two routes through which persuasion takes place, the central route and the peripheral route. as trying to associate the advocated position with things the What does elaboration mean in the context of the model? Here the receiver of the message is not sure whether to agree with the message or to disagree. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. Adoption of Electronic Health Records in the Presence of Privacy Concerns: The Elaboration Likelihood Model and Individual Persuasion, Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model, The Effects of Trust-Assuring Arguments on Consumer Trust in Internet Stores: Application of Toulmin's Model of Argumentation, Using an elaboration likelihood approach to better understand the persuasiveness of website privacy assurance cues for online consumers, Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption, Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective, https://is.theorizeit.org/w/index.php?title=Elaboration_likelihood_model&oldid=1098. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples. Sussman, S. W., and W. S. Siegal (2003) "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption", Information Systems Research, (14) 1, pp. The Psychology of Attitudes. You can think of elaboration as referring to how much conscious thought you put into making a decision. Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. The process of persuasion through Central route is straight to the point and complete. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. persuasion: the process of changing our attitude toward something based on some kind of communication: quick definition. advocated position is presented after several other positions, which In order to do so, you must register. 'months' : 'month' }}, {{ nextFTS.remaining.days }} If you elaborate on something, then it means you are really thinking about it. Imagine that you are a marketing executive tasked with selling a new brand of shampoo. European Journal of Information Systems, 24(6), 624-644. If the peripheral cue association is Jahng, J., H. Jain, and K. Ramamurthy (2007) "Effects of Interaction Richness on Consumer Attitudes and Behavioral Intentions in E-commerce: Some Experimental Results", European Journal of Information Systems, (16) 3, pp. 805-825. He became confused, and then he saw a notebook with his favorite football player’s picture in front cover. peripheral route: indirect route that uses peripheral cues to associate positivity with the message. Elaboration Likelihood Model. 'months' : 'month' }}, {{ nextFTS.remaining.days }} O'Keefe, D. J. Log in. The ELM explains that changes in attitudes are a function of (1) the quality of the information or argument, (2) peripheral cues, including heuristics and other stimuli that influence persuasion, and (3) elaboration likelihood.

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