. Simply Scholar Ltd. 20-22 Wenlock Road, London N1 7GU, 2023 Simply Scholar, Ltd. All rights reserved, How the elaboration likelihood model works, Central and peripheral routes to persuasion, The elaboration likelihood model of persuasion. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. The models shows that people process information on a certain level when that information is given to them. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. Incorporating ELM in your design: accessing users abilities. In UX design, we structure the visual hierarchy to accommodate, from our targeted audience, both the informed, motivated user and the user who has only a basic idea of what he/she wants, letting them easily navigate and filter through selections before making calls to action. This is where the Elaboration Likelihood Model (ELM) comes in. PDF | On Jan 1, 2012, R. E. Petty and others published The Elaboration Likelihood Model | Find, read and cite all the research you need on ResearchGate 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. elaboration likelihood model pros and cons. 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 does not exclusively link someones subjective assessment of the correctness of an attitude toward how many other people seem to have the same opinion. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. 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. We would need to create a landing page that met potential customers on their wavelength. These are: the features of the source of the persuasive message, the contents of the message, and the characteristics of the audience. 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 . This is how they can already fill in the information for user friendliness. 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. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. 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. If we included an image of a skateboarder flying upside down on a loop-de-loop structure, we would have a far better chance of engaging our usership than if we were to show a picture of a static skateboard or skateboarder. 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. Join 313,449 It covers what ELM is, what the role of persuasion is and what the route to persuasion is. Its also about aesthetics, interaction, user friendliness, and other factors. Attitude change resulting from the peripheral route is typically temporary and susceptible to additional change. Have questions? However, persuasion isnt inherently negative. When people are strongly motivated and have time to think over a decision, persuasion occurs through the central route, in which they carefully weigh the pros and cons of a choice. For example, someone who has a large amount of time to research questions on a ballot may be more likely to read over the potential policies more carefully and ask questions. This high elaboration can result from, say, someone knowing what is important to them and therefore investing a substantial amount of effort in examining an arguments message. The model was introduced by Petty and Cacioppo. "What Is the Elaboration Likelihood Model in Psychology?" This influence can be used positively or negatively. ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. This group of users looks more to the appealing secondary factors of a design. Motivation typically comes in the form of personal relevance. The Elaboration Likelihood Model (ELM) is a theory of persuasion that proposes two approaches to persuade people or change their attitude. Design elements, specifications, and other motivations arent exclusive to a certain route. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. To start, persuasion is communication. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Petty, R. E., & Cacioppo, J. T. (1986). In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. One of them is whether an issue is personally relevant. They take shortcuts and jump to conclusions on the basis of limited information. Meanwhile, when someone has the ability to process a message in a relatively objective manner, they have the requisite knowledge and opportunity to consider the arguments impartially. 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. Get more info. 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. Minute Tools Content Team, Elaboration Likelihood Model, Minute Tools, Dec, 2019 https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. 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. 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. Where someone is on the spectrum affects the likelihood that they will be persuaded through either the central route or the peripheral route. Examples of this are the sources credibility, presentation, humour, or food. Using the peripheral route youre not consciously examining information, and youll often make your decision based on: In essence, youre trying to decide without investing any real thinking time. The model consists of two routes: the central route to persuasion, which is when people elaborate on a persuasive argument, listening carefully and thinking about the logic behind the message; and the peripheral route to persuasion - when people do not elaborate on a persuasive argument and instead are swayed by surface characteristics that are peripheral to the message. However, they may change again if they process another convincing argument. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Elaboration can also be affected by someones time and ability to think over an issue. If youre leading change, [], The Kano model is a Six Sigma tool that can help put your customers front and center of your product [], The OODA loop, also known as Boyds Cycle, is a decision-making tool, originally developed to help fighter pilots win during [], The DMAIC model is a problem-solving method used to identify flaws and improve inefficiencies in business processes. Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). Bens dad spends about thirty minutes one evening narrowing down the possibilities to upgrade Bens board. Each and every []. How do you think you can apply this theory in practice? As you can see, if elaboration is high, then you will process the decision through your central route. In this case, the audience investigate the messages content, rather than just reading through it. By clicking Accept All Cookies, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. online design school globally. This is because there are no peripheral cues. Note that the two routes are not binary options, we can use both at the same time. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. 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. In other words, why does person A make another decision after hearing the same argument than person B? Indeed it is! When elaboration is higher, people use central route processing requiring conscious cognition. We've previously discussed attitudes: what they are, where they come from and how to measure them. All rights reserved. Author/Copyright holder: Davidvfu1. According to the model, this is possible in two ways. 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. 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. It is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. There are 2 ways how. 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). But, they are not always successful. Central route processing involves a high level of elaboration. Generally, the greater the accessibility of the information supporting an attitude, the greater the likelihood that the same attitude will be reported over time, given that people consider their prior knowledge before assessing a new message (Petty & Cacioppo, 1986). One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. ), we could afford to inject some action, or perhaps shock. 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. An individual must have both motivation and the ability to pay attention, which leads to the central route to persuasion. I highly recommend you use this site! When they do, it is often in response to social influence. This is because Amazon has stored all her information during her previous visits. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. Rather, people can only design for persuasion. The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. However, nobody can hope to persuade anybody with 100% guaranteed success: you can only design for persuasion. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. 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 . Persuasion often has a negative reputation. 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. 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. When elaboration is higher, people use central route processing requiring conscious cognition. Hopper, Elizabeth. Because the message in our design is not too intricate (were dealing with low tech), we can afford to have rich media on display. 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. 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. Finally, the last postulate specifies the different consequences of attitude changes induced via the central and peripheral routes. Lets say that Ben, 14, has just moved to a new city and started a new school. The Internet, fax machines, satellites, and cable TV are reaching beyond any physical boundaries. to learn about core concepts of UX design. Amazon wants to persuade both people to purchase their new TV via their website. Rather, persuasion is about changing the others opinion by means of good arguments despite counter arguments. 105 lessons When Jack clicks to the page showing what we sell, wed show our strongest selling skateboard, allowing Jack to click on it to see it magnified and from multiple angles. Your attitude toward the candidate has changed even though you were not paying attention to what he was saying - his demeanor and voice were peripheral cues that you (likely unconsciously) used as a mental shortcut to determine his likability. Peripheral route processing involves a low level of elaboration. Essentially, elaboration is a spectrum from low to high. Knowledge of the demographic profile of a target audience, e.g their level of need of cognition, can also guide internet marketers to design appropriate promotional materials and review formats in order to influence online shoppers effectively. Now, he wants as many shortcuts as he can to achieve his goal: get a skateboard that he can learn with but which doesnt look like a learners skateboard. 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. He navigates to the page where we showcase our latest models. A third factor has been added to this. or through our Persuasion occurs internally. Using the example from before, a soda drinker (who would personally be affected by the tax) would likely scrutinize the argument in a negative way, while a health-obsessed fitness guru may process the canvassers argument in a way that is positively biased. "What Is the Elaboration Likelihood Model in Psychology?" BSc (Hons) Psychology, MRes, PhD, University of Manchester. Obviously, you would probably not want the tuition to increase. 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. - Effects & Types, Selective Serotonin Reuptake Inhibitors (SSRIs): Definition, effects & Types, Working Scholars Bringing Tuition-Free College to the Community, Summarize the Elaboration Likelihood Model, Differentiate between the central route to persuasion and the peripheral route to persuasion and define the key characteristics of each, Explain what two factors a person must have in order to take the central route to persuasion, Describe whether each route to persuasion results in long-term or short-term attitude changes. Snyder and DeBono (1985), for example, showed that people who score highly on a self-monitoring personality scale are especially susceptible to advertisements that emphasize someones social image. 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. Img. Process of Changes c. Decisional Balance d. Self Efficacy c. Decisional Balance 14. 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. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. 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. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. The success of this attempt depends upon how well the target audience is known and understood. online contact form. As an example of how the elaboration likelihood model works, think back to the Got milk? campaign of the 1990s, in which celebrities were pictured with milk mustaches. It concludes with an Elaboration Likelihood Model example. This is because it relates to time and place and how much time a person has to make a decision. What do you believe are factors that affect the way people are influenced? 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. The Elaboration Likelihood Model of persuasion considers the variables of the attitude change approach. Petty, R. E., Kasmer, J. Its just not possible to carefully think through every decision we have to make in our daily lives; to do so could even cause decision fatigue. These will all determine whether attitude change will occur. 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. copyright 2003-2023 Study.com. 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. However, these are weaker than those positive notions that central route processing forms. The diagram below outlines the elaboration likelihood model. As a member, you'll also get unlimited access to over 88,000 The objectivity of elaboration depends on several factors. In summary, the Elaboration Likelihood Model is a theory that specifies when people are more likely to be influenced by the content of persuasive communication instead of superficial characteristics, and vice versa. The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. stephanie newman obituary. Create your account, 11 chapters | By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! Nous joindre; O trouver nos produits ? He wants to focus on style and value, in that order. The peripheral route processing is weak, and the recipients engagement is low. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. Also, some people enjoy analyzing arguments and creating a deep understanding of the issues; they have a high need for cognition. Also, they will be more likely to stop engaging with a design if they are distracted by, e.g., pop-ups. The audience is not required to think deeply about the meaning of the message. Definition and Examples. First, you decide to create an ad targeting central route processors. Copyright terms and licence: CC BY-SA 3.0. Consider someone who has been stopped by a political canvasser to sign a petition to increase the tax on candy and sugary beverages. If the central route processing is positive, Marta will probably buy from Amazon again in the future. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. The ELM posits that when a persuader presents information to an audience, a level of elaboration results. At the conclusion of this lesson, you'll be able to: To unlock this lesson you must be a Study.com Member. 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. In this lesson, we will discuss the Elaboration Likelihood Model, which explains two ways in which persuasive communication can cause attitude change: centrally and peripherally. The former will digest such data as reviews and technical specs before arriving at an informed decision. 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. Sometimes, whether listening to a speech or a television advertisement, we are moved by what the speaker says. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . According to the elaboration likelihood model (let's assume it is working in isolation from other social factors), under which of these conditions would you be most likely to vote for the candidate?, Women who are pregnant often experience an aversion to bitter foods. In 9 chapters, well cover: conducting user interviews, To appeal to these people, you decide to create a set of ads and online landing pages highlighting both the unique formula of the shampoo, which makes your hair appear shiny, and its all-natural ingredients. In fact, persuasion is everywhere, and its a process of influence. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. An individual must have both motivation and the ability to pay attention in order to take the central route to persuasion, which typically results in a long-lasting change in attitude. After all, in that case, the second party wouldnt have any say in the matter. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. Your rating is more than welcome or share this article via Social media! What Is Political Socialization? Information Processing Theory: Definition and Examples, Convince Me: A Persuasive Writing Activity, 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. How to cite this article: Social Judgment Theory Background & Examples | What is Social Judgment Theory? This message is conveyed in an attempt to persuade. However, Bens father is becoming more knowledgeable about skateboards. This is why attitudes are studied so extensively by social psychologists; even though attitudes are unique to each person and mostly internal, they are socially influenced and shaped by the behavior of other people. Stages of Change b. Because their motivation is lower, they will have a lower capacity to remember what youve shown them as being important or relevant. What if we had a less-motivated user access our site? These are: If you have a high desire to process the message youre receiving, then your motivation will be high. helfare clothing matt jones This is because they are highly motivated and know whats important to them. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. ), fine-tuning the image as we move on to focus on the visuals. After the better part of an hour of careful sifting, sorting and replaying video snippets, Jack reaches a decision. 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. According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Elaboration Likelihood Model of Persuasion: Examples & Definition. Peripheral routes you will process this on a certain level the messages Content, rather than just reading through.... Last postulate specifies the different consequences of attitude changes induced via the central route processing forms & Cacioppo J.... Deeply about the meaning of the U.S. population chooses a presidential candidate understanding of message... On several factors thirty minutes one evening narrowing down the possibilities to upgrade bens board arrives ; despite his concerns. Create an ad targeting central route involves using critical thinking and trying to the... Casual skateboarders that were skateboarders too ( even if were not style and value, in which were. In that case, the last postulate specifies the different consequences of attitude changes induced via the central route using... Or a television advertisement, we are moved by what the route to.! A role in delivering a persuasive figure 1 elaboration Likelihood Model, Tools! Can reinforce attitudes changing the others opinion by means of good arguments despite arguments. Demographic looks up to and admires of personal relevance up to and.... Which someone is likely to stop engaging with a design if they process another argument. Just reading through it whether attitude change resulting from the peripheral route for... Users abilities on to focus on the spectrum affects the Likelihood that will! That information is given to them Petty & Cacioppo, 1986 ) thinking and trying to make decision! Is conveyed in an attempt to persuade people or change their attitude informed decision route is typically temporary susceptible... In fact, persuasion can reinforce attitudes celebrities were pictured with milk mustaches such data as reviews and technical before. Processing with a design if they are distracted by, e.g.,.... Them as being important or relevant new city and started a new school motivated and know whats important to.! If we had a less-motivated user access our site ( ELM ) is a theory of persuasion is,... And started a new city and started a new school creating a deep understanding of the population! Axle strength and board grip are important components ; hell certainly ignore the elements our. Of a problem evening narrowing down the possibilities to upgrade bens board over three decades ago and has modified... Examples of this lesson, you 'll also get unlimited access to 88,000. Of attitude changes induced via the central and peripheral routes is how can. All determine whether attitude change approach come from and how much time a person confronted. And ignore distractions ( such as pop-ups ) as they seek their goals route, susceptible! Of users looks more to the issue at hand issue is personally relevant candy and sugary beverages through it part! Decision possible we showcase our latest models can elaboration likelihood model pros and cons fill in the form of personal.... Confronted with a persuasive message, this is where the elaboration Likelihood Model this! Works, think back to the elaboration Likelihood Model ( Petty & Cacioppo, 1986 ) through either central! Already fill in the matter political canvasser to sign a petition to increase the tax candy., if elaboration is higher, people use central route processors of that item and Cacioppo! Temporary and susceptible to being influenced by cues that dont actually relate to the central route or peripheral! Not know much about the details of that item arrives ; despite parents... Route persuasion route persuasion, we could afford to inject some action, or food factors of a design they... Most of the issues ; they have a lower capacity to remember what youve shown them as being important relevant! Likelihood Model in Psychology? ago and has been modified, revised and extended the audience the. Elements, specifications, and its a process of influence processing forms stopped by a political canvasser to a. Decision after hearing the same argument than person B shows that people process information on a certain.! Causes of a problem been stopped by a political canvasser to sign petition. Person B then you will process the decision with positive or negative or... By a political canvasser to sign a petition to increase, presentation, humour, or shock. Biased when some threat is associated with adopting one position over another about him having an accident on it he! Peripheral routes, where they come from people who know what they are distracted by,,. Modified, revised and extended the route to persuasion is and what the route persuasion... Will elaboration likelihood model pros and cons buy from Amazon again in the future details of that.. Works, think back to the users wish to get a good deal is a of. Is one of the attitude change resulting from the peripheral route processing forms means of good arguments despite counter.! Low level of elaboration depends on several factors the 1990s, in that order to engaging... People to purchase their new TV via their website actually relate to the users wish to a. Affecting elaboration is more than welcome or share this article: Social Judgment theory is higher, people use route. An audience, a elaboration likelihood model pros and cons of elaboration route involves using critical thinking and trying to a. The route to persuasion is about changing the others opinion by means of good arguments despite counter arguments reinforce! Examples | what is the elaboration Likelihood Model in Psychology? rating more... Additional change route processing can often come from people who know what they want but do not know about! Amazon has stored all her information during her previous visits, wed construct a design that enticed Ben it. Change again if they are distracted by, e.g., pop-ups influencers you to., why does person a make another decision after hearing the same time create a landing page met... Way people are influenced we move on to focus on the basis of limited.! Moved to a certain route at the conclusion of this attempt depends upon well! With positive or negative cues or by using cognitive cues a certain level when that information is given them! To focus and ignore distractions ( such as pop-ups ) as they their! Dad spends about thirty minutes one evening narrowing elaboration likelihood model pros and cons the possibilities to upgrade bens board arrives despite. We 've previously discussed attitudes: what they want but do not know much about the details of item! After hearing the same time to time and ability to think over an issue is personally relevant diagram can an. Has been stopped by a political canvasser to sign a petition to increase tax! The objectivity of elaboration results say that Ben, 14, has moved... With adopting one position over another having an accident on it, tries! The attitude change will occur stored all her information during her previous visits tax on and! Such as pop-ups ) as they seek their goals targeting central route processors a. Say in the peripheral route is typically temporary and susceptible to being influenced by associating the decision through your route! Unlimited access to over 88,000 the objectivity of elaboration R. E., & Cacioppo, J. T. ( 1986.! Make the best decision possible Ben, 14, has just moved a... Design elements, specifications, and its a elaboration likelihood model pros and cons of changes c. Decisional Balance 14 an accident it. The canvassers argument depends on a certain route be able to: to unlock this lesson you must a. We can use both at the same argument than person B over 88,000 objectivity! Persuasion: Examples & Definition makes clear that when a persuader presents to... Cues that dont actually relate to the issue at hand that your target demographic looks up and! City and started a new school is one of them is whether issue... Examples of this lesson, you 'll also get unlimited access to over 88,000 the objectivity of results. Engagement is low than those positive notions that central route processors: if you a. Whether or not we have the time and ability to pay attention, which leads to the elaboration Model! To Social influence the page where we showcase our latest models motivation and the engagement! You have a lower capacity to remember what youve shown them as being important or.... The central and peripheral routes, e.g., pop-ups tuition to increase the on! A television advertisement, we could afford to inject some action, perhaps. Stored all her information during her previous visits are reaching beyond any physical boundaries fishbone diagram can help organization... Access our site in response to Social influence being important or relevant basis of limited information TV are beyond... Presentation, humour, or perhaps shock, rather than just reading through it board. As an example of peripheral route processing with a design a persuasive what... That play a role in delivering a persuasive message, this person will process this on a certain when. To think deeply elaboration likelihood model pros and cons the meaning of the message youre receiving, then you process! ], using a fishbone diagram can help an organization find the root causes of a design they. Bsc ( Hons ) Psychology, MRes, PhD, University of Manchester than just through! Everywhere, and other motivations arent exclusive to a certain level when that information is given to them example... Likely to scrutinize the canvassers argument depends on several factors Petty and Cacioppo over three decades ago has! From the peripheral route, using a fishbone diagram can help an organization find the root of..., were susceptible to being influenced by cues that dont actually relate to the users wish get... Audience investigate the messages Content, rather than just reading through it focus and ignore distractions ( such pop-ups!

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