Elaboration likelihood model example. Elaboration Likelihood Model Theory: How to Use ELM 2022-11-07
Elaboration likelihood model example Rating:
The Elaboration Likelihood Model (ELM) is a influential theory in the field of psychology that explains how individuals process and evaluate information. According to the ELM, there are two pathways through which information can be processed: the central route and the peripheral route.
The central route to persuasion occurs when an individual pays close attention to the content of an argument and carefully evaluates its validity. This type of processing requires effort and cognitive resources, and is more likely to occur when the individual has a high level of motivation and ability to process the information.
The peripheral route to persuasion occurs when an individual relies on superficial cues, such as the source of the argument or the way it is presented, to make a decision. This type of processing requires less effort and cognitive resources, and is more likely to occur when the individual has a low level of motivation or ability to process the information.
One example of the ELM in action is a political campaign. Suppose a candidate is running for office and wants to persuade voters to support their campaign. If the candidate presents a well-reasoned argument backed by evidence and addresses the concerns of the voters, the voters are more likely to be persuaded through the central route. On the other hand, if the candidate relies on emotional appeals or uses flashy graphics and slogans to distract from their lack of substance, the voters are more likely to be persuaded through the peripheral route.
Another example of the ELM is consumer decision making. Suppose a consumer is considering purchasing a new product and is presented with information about the product's features and benefits. If the consumer carefully evaluates this information and makes a decision based on its merits, they are using the central route to persuasion. However, if the consumer is influenced by the product's packaging or the recommendation of a trusted friend, they are using the peripheral route to persuasion.
In conclusion, the ELM is a useful framework for understanding how individuals process and evaluate information. It highlights the role of motivation and ability in determining whether an individual will engage in careful analysis or rely on superficial cues when making a decision.
The Elaboration Likelihood Model (ELM) is a theory that explains how people process information and make decisions. It was developed by Richard Petty and John Cacioppo in the 1980s and has since become a widely accepted and influential theory in the field of social psychology.
According to the ELM, there are two routes to persuasion: the central route and the peripheral route. The central route occurs when people carefully consider the arguments and evidence presented to them and make a decision based on the merits of the information. This is more likely to happen when the topic is personally relevant or the individual has the motivation and ability to process the information.
On the other hand, the peripheral route occurs when people rely on superficial cues, such as the speaker's credibility or the attractiveness of the presentation, to make a decision. This is more likely to happen when the individual is not motivated or lacks the ability to process the information deeply.
An example of the ELM in action is a political campaign. When a candidate presents their platform and policies in a debate, some viewers may carefully consider the arguments and evidence presented and make a decision based on the central route. However, others may rely on superficial cues such as the candidate's appearance or the way they speak and make a decision based on the peripheral route.
In conclusion, the ELM is a useful theory for understanding how people process information and make decisions. It suggests that there are two routes to persuasion, the central route and the peripheral route, and that individuals may rely on one or the other depending on their motivation and ability to process the information. Understanding the ELM can help marketers, politicians, and others better understand how to effectively communicate and persuade their audience.
(PDF) The Elaboration Likelihood Model and Communication About Food Risks
Note the answers down, or say them out loud to yourself or into a voice memo recorder. The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. For example, a couple buying a home for the first time would likely like to obtain the best mortgage, but the particular bank that that mortgage comes from probably matters little. Motivation and ability are two common variables, but the mood of the individual, their education or expertise, and even their attractiveness can influence the amount of persuasion that is achieved. He did not engage the messages where we offered our goods with much need to get a good board like that one, now! Low planes of thought, such as simple exposure, use a different process than high planes of thought, such as a cognitive response process. Since the Minister might not have sufficient details to guarantee security in the country, he might use the peripheral route in this case.
That allows central route persuasions to be long-term attitude perspectives and peripheral route persuasions to be short-term attitude perspectives. Li and Bukovac found a noteworthy relationship between user mode and banner size. Nonetheless, perhaps the manipulation of involvement was appropriate, because the Internet is a more active media environment, which increases the overall involvement of users in any situation. 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. Defining cues as banner ad size and animation, he sought to determine if the cues relationship with low involvement participants would be stronger than with high involvement participants. Central route processing requires your conscious thought and critical thinking. The target banner as was positioned on the home page of the test computers.
Elaboration Likelihood Model Critique Essay Example
This group of users looks more to the appealing secondary factors of a design. Daniela is very interested in technical gadgets and a regular customer of Amazon. Peripheral route processing involves a low level of elaboration. Meanwhile, people who were low self-monitors were less concerned with how a product would impact their image and more about the product's specific attributes. Utilizing 751 participants recruited from ListServ, Cho sent an actual movie review website with real banner ads randomly selected from top search engines and manipulated to adjust size and add animation. But in reality, if not consciously, sub-consciously we do weigh out every idea before we make our decision.
Elaboration Likelihood Model of Persuasion: Examples & Definition
A person who is distracted or having some problem with understanding the message may not be able to do the central processing. Thus, when people hear how good fast food is, they remember it and choose the restaurant when going out. Also, they will be more likely to stop engaging with a design if they are distracted by, e. According to two reports on the size of the Internet advertising market released in February 2008 by The Interactive Advertising Bureau. The central route involves message elaboration which is the extent to which a person carefully thinks about issue relevant arguments contained in a persuasive communication. This primary route creates persuasion through positive or negative components in the stimuli. However, it should be borne in mind that all simulations run for this work refer to a 10% drop in consumption at the heat of the scare.
Conversely, if the potential buyer has a negative general disposition, the persuader should engage in criticism of competing persuasive stances. In my opinion, though the executional elements are important factors to consider when designing an advertising campaign, banner size and animation may capture attention more than stimulating meaningful interest suggesting that banner ads processed peripherally have little hope of affecting attitude. Not only researchers and Theorists study about it but it also encourages students and readers to apply the theory to different situations and problems. Group Questions and Student Responses. Similarly, factors that enhance the ability to process include low levels of external distraction, message repetition, and high message clarity. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. .
Elaboration Likelihood Model of Persuasion Term Paper Example
He might get his son an upgrade at the end of the year, and he already knows what to look for. Among the latter variables are the knowledge that the message source is attempting to persuade you or a preexisting attitude toward the issue e. How the elaboration likelihood model works According to the elaboration likelihood model, when a persuader presents information to an audience, some level of elaboration results. He sees some girls in the background who are watching the upside-down skater negotiate the loop-de-loop. We look like an authority on skateboards, as opposed to a more general online merchant. .
What is Cognitive Learning Theory? Both of them are effective persuasion techniques,but each of them has its own guiding techniques to make them more operative. If the receiver comes from a counterattitudinal stance toward the car, the seller can activate a consensus heuristic by pointing out how many units of the particular car in question have been sold, and the consumer awards it has won. With only 11 models from that company, we have made it easy for Ben to find boards with feedback of four smileys or more out of five. In the same way, Li and Bukovac 1999 determined banner size and animation affected banner ad click-through. It is very much important for corporations and advertisement agencies, in designing their market strategies and understanding the attitudes of peoples.
The attractiveness of the message source is a typical cue utilized in Elaboration Likelihood Model studies. If, however, a person becomes aware that something may be biasing his or her thinking, and the person wishes to correct for the bias, attitudes can be corrected. Elaboration helps students make connections between new material and what they already know. However, when people are rushed or the decision is less important to them, they tend to be more easily persuaded by the peripheral route, that is, by features that are more tangential to the decision at hand. Without thinking much about it, he bought that notebook. This will make it more difficult for competitors of Amazon to convince her to buy from them. For example, under high elaboration, a given variable e.
These methods will invite the receiver to become more involved with the target of persuasion. Therefore, the motivation that determines if the message will be elaborated on the central or peripheral route depends on different factors. She is fascinated with the new trends and tends to collect them. The Elaboration Likelihood model proposes that each and every message is undergoing the process of persuasion in two different ways. The elaboration likelihood model ELM of persuasion is a dual process theory describing the change of attitudes. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person.