elaboration likelihood model pros and cons

This can happen when, for example, youre in a noisy environment, or when you dont have enough knowledge about a subject to be able to think deeply about it. According to the elaboration likelihood model of persuasion, there are two main . With a final price check, he selects the one he thinks will suit him best and takes it through the easy-to-use e-checkout system weve provided. According to the elaboration likelihood model, people can have either high or low levels of elaboration the extent to which they are willing and able to scrutinize an argument. Central route processing requires a high level of elaboration. Marta then sees the options and selects the television with the highest rating for the best price. This message is conveyed in an attempt to persuade. Copyright terms and licence: All rights reserved. Generally, nonetheless, psychologists have seen attitudes as correct or proper to the extent that they are seen as beneficial to someone's physical or psychological well-being., Although people want to hold correct attitudes, the amount of effort they are willing or able to exert to hold a correct attitude varies widely. as the mean outcomes. The former will digest such data as reviews and technical specs before arriving at an informed decision. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[580,400],'simplypsychology_org-banner-1','ezslot_3',642,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-banner-1-0');Peripheral route processing can often come from people who know what they want, but do not know much about the details of that item. 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. According to the model, this is possible in two ways. People often process information at a different level of both routes. 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., Another factor that can affect attitudes is peripheral cues. Another factor affecting elaboration is whether or not we have the time and ability to pay attention. Applying the Elaboration Likelihood Model to Design. Check our frequentlyaskedquestions. 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. Ultimately, Petty and Cacioppo (1981) created the elaboration likelihood model as a general theory of attitude change a comprehensive framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications. 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. The models shows that people process information on a certain level when that information is given to them. After all, in that case, the second party wouldnt have any say in the matter. to learn about core concepts of UX design. Typically, how motivated the user is to achieve a goal on a design will decide which route of processing he/she takes, although both are often used in some combination. In this chapter, we review how persuasion arises, particularly in the domain of marketing and consumer behaviour. And it's an incredibly important theory for designers to understand and apply to their designs. 13 We postulate employee absence and the accompanying firm income loss may influence productivity, performance . The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. The central route uses message elaboration, and can produce a major positive attitude change, while the peripheral route uses six different message irrelevant cues to illicit a quick response with a minor shift . 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. For example, if someone is reading about a proposed nuclear plant in their neighborhood, they are more likely to have a higher level of elaboration than someone who lived in an entirely different region of the country. Central route to persuasion occurs when a person is persuaded by the content of the message. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. All these episodes are now in one course: Check it out here: http:/. The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. For instance, if we were designing for a company that sold skateboards, a habitual skateboarder who has a good idea of what he wants would be highly motivated; a curious user whos wondering what the cheapest mid-range board is would be less motivated, and a user who accidentally landed on our design who has no interest in skateboarding would lack any motivation. This is because Amazon has stored all her information during her previous visits. Short, to-the-point text (quoting specifications of boards and being sure not to flood our users cognitive loads) and links to the pages where we show new models would be required here. For 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. Youll be influenced by associating the decision with positive or negative cues or by using cognitive cues. The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). That means how much trouble this person takes to process, evaluate, remember, and accept or reject the message. Their behavior will be more enduring and less likely to be changed. Hes just noticed that we offer free shipping on that model. Zusammenfassung. Elaboration refers to the amount of effort an audience member has to use in order to process and evaluate a message, remember it, and then accept or reject it. The elaboration likelihood model of persuasion: Thoughtful and non-thoughtful social influence. But if youre rushing to work or trying to load heavy groceries into your car, youre less likely to carefully form an opinion on the petition topic. Understanding ELM will grant you that marketing edge. These include such users as those who know that they want an item, but do not know much about the detail of that item. Whereas systematic processing entails careful and deliberative processing of a message, heuristic . I need to get a good board like that one, now!. Persuasion often has a negative reputation. 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. if(typeof ez_ad_units!='undefined'){ez_ad_units.push([[300,250],'simplypsychology_org-medrectangle-4','ezslot_12',102,'0','0'])};__ez_fad_position('div-gpt-ad-simplypsychology_org-medrectangle-4-0');Peripheral route processing is an indirect route, which involves a low level of elaboration, and uses peripheral cues to associate positivity with the message (Petty & Cacioppo, 1986). This means that persuasion isnt force. 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. Elaboration can also be affected by someone's time and ability to think over an issue. The extent to which someone is likely to scrutinize the canvassers argument depends on a number of factors. 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. You will examine and weigh up the information carefully before making your decision. This is because it relates to time and place and how much time a person has to make a decision. By empirically analyzing 168 paired samples, we find that issue-relevant information, i.e., voicer credibility . The axle strength and board grip are important components; hell certainly ignore the elements of our design that enticed Ben. Hopper, Elizabeth. 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. In this context, this means the effort a person takes to evaluate, remember and accept or reject the message. With the peripheral route the focus is more on the context than on the message itself. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. However, Marta very rarely makes online purchases and is particularly interested in getting value for money. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. Try us for free and get unlimited access to 1.000+ articles! The level of effort can be low or high. Figure 1 Elaboration Likelihood Model of Persuasion (Petty & Cacioppo, 1986). The Central route creates a long-lasting attitude change. Elaboration Likelihood Model. What Is the Recency Effect in Psychology? Building on the social persuasion theory of the elaboration likelihood model, we systematically examine the sender and receiver determinants of voice endorsement and how the interplay of those determinants affects voice endorsement. Meanwhile, elaboration is more likely to be biased when some threat is associated with adopting one position over another. Sympathy: What Is the Difference? The elaboration likelihood model is a theory of persuasion that explains that you can motivate people via one of two processing routes. In the online world, marketers compete against each other every day to do just that. 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. 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. So, you will need to keep persuading them. 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. 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).. Communication, and therefore persuasion, occurs frequently in daily situations. For example, imagine youre reading about a proposed soda tax in your city. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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. The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. Hero Image: Author/Copyright holder: Alistapart. Views formed through central route processing tend to be long-lasting. Coming from a research background in biology and archeology, Charlotte currently studies how digital and physical space shapes human beliefs, norms, and behaviors and how this can be used to create businesses with greater social impact. 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: Sometimes, were too rushed or distracted to pay attention to an issue, and elaboration is lower in this case. These limitations are presented and . Cons Maximum likelihood methods require the specification of an economic model that properly describes the probability distribution of the events observed in the sample. 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. Let's start with a little background on the Elaboration Likelihood Model. Brantley, B. Peripheral route processing is essential because you simply dont have time to consider every decision you make carefully. More generally, though, the theory can be used to understand how any external or internal variable has an impact on some . What do you believe are factors that affect the way people are influenced? Imagine that you are a marketing executive tasked with selling a new brand of shampoo. Board interference can zap the motivation of visionary CEOs and increase the likelihood a board-directed strategy will fail, a new research co-athoured by a Duke professor, finds. This is where our strong visual hierarchy starts helping the user on his journey. Consequently, this paper will examine The basic idea is that when someone is presented with information, some level of "elaboration" occurs. Als Zwei-Prozess-Modell modelliert das ELM zwei Routen der Verarbeitung persuasiver Botschaften. Peripheral route to persuasion . ), fine-tuning the image as we move on to focus on the visuals. A List Apart. Bens board arrives; despite his parents concerns about him having an accident on it, he tries it out and likes it. According to the elaboration likelihood model, people can have either high or low . 12. This is where we need to stand back and evaluate what we want to build according to a strong user-centered design process. The success of this attempt depends upon how well the target audience is known and understood. So, we would construct an easy-to-use design that speaks to our usership, acknowledges their ability to process what we want to include, and which conforms to what they expect to find in the site of an organization that not only sells skateboards and accessories but which also lives and breathes the skateboarding lifestyle. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. Examples & Pros/Cons 7:52 Elaboration Likelihood Model of . However, the level of elaboration a . ELM makes clear that when a person is confronted with a persuasive message, this person will process this on a certain level. The model gives you a framework by which you can assess how best to persuade someone. According to the Elaboration Likelihood Model of Persuasion, persuasion can reinforce attitudes. Elaboration in this model therefore refers to the cognitive action that occurs when analysing a persuasive argument. What factors affect elaboration? The cognitive stage is also known as "thinking," containing the awareness and knowledge stages. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. 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. One of these is time. Along much of the continuum, both peripheral and central processes take place and can influence attitudes simultaneously (Petty, 1994). Course: The Brain and Technology: Brain Science in Interface Design. 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. At school, hes accepted (at least, hes not teased, even if no one tells him what a cool skateboard hes got!). Because you havent invested any real effort into the decision making processes, you dont cling to attitudes formed using this route as strongly as you would if the central route had created those attitudes. Cognitive dissonance occurs when a person experience unpleasant tension caused by opposed persuasions, ideas, or convictions. The model states that individuals can process messages in one of two ways: heuristically or systematically. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. First, you decide to create an ad targeting central route processors. https://expertprogrammanagement.com/2019/12/elaboration-likelihood-model/. Denis now spends his days helping others understand complex business topics. 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. function Gsitesearch(curobj){curobj.q.value="site:"+domainroot+" "+curobj.qfront.value}. Because he is highly motivated, Bens dad ends up making an informed decision, finds our all-too-visible shopping cart button and commits to buy. The former is called central route processing and takes a greater effort of cognition. 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. Central and peripheral routes to persuasion: An individual difference perspective. ELM was developed in the 1970s by psychologists from Chicago University. They noticed that previous persuasion theories gave conflicting results and developed the model to explain better how people are persuaded. 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 danger element appeals to him. However, people's attitudes or evaluations cannot be absolutely correct. So, now that we know how users digest a message, lets see about making a design that serves the best purpose: appealing to users via both central and peripheral processing routes. You must expect to work hard and put in the time and effort both physically and mentally to achieve your goals. The elaboration likelihood model (ELM) of persuasion includes two possible routes of persuasion or attitude change: the central and peripheral. Das Elaboration Likelihood Model (ELM) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet. No votes so far! 2007. What does elaboration mean in the context of the model? The elaboration likelihood model is similar to another theory of persuasion suggested by researchers, the heuristic-systematic model developed by Shelly Chaiken. When discussing the Elaboration Likelihood Model, we use the term 'elaborate' to mean 'to think elaborately about something.' . By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! The elaboration likelihood model was created by the psychologist Richard E. Petty and John T. Cacioppo in the early 1980s. The other is the peripheral route, which people take when they make a decision based on their association of positive or negative cues with . What is Design Thinking and Why Is It So Popular? The two most influential factors that affect the processing route a person are motivation and the ability to elaborate. The affective stage is composed of the sub-stages of . Incorporating ELM in your design: accessing users abilities. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. The Elaboration Likelihood Model (Petty and Cacioppo, 1986), is one of the most frequently used persuasion models. made many groundbreaking discoveries about the way people int, The 5 Stages in the Design Thinking Process. Essentially, the central route involves using critical thinking and trying to make the best decision possible. Purpose. Why? When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. The ELM (Elaboration Likelihood Model) is a popular way of looking at how customers are persuaded by type of appeal. Weighing the pros and cons of change c) Processes of Change (1) How progress towards change happens d) Self-Efficacy (1) An individual's belief in their ability to do the behavior . According to the proposed model, access to PSL may influence an indicator of efficiencyabsence from work. Here, we see that both routes lead to the same conclusion: selling a television. Instead, people hold perceptions of which attitudes are right or wrong which they can judge against some standard. Appealing to the users wish to get a good deal is a classic example of peripheral route persuasion. The elaboration likelihood model explains how people can be persuaded to change their attitudes. Persuasion occurs internally. 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. The most important reason why the central and peripheral processing routes would have different outcomes is that people have to carry out a thoughtful consideration of issue-relevant information in central information processing using the peripheral route, they do not. In the peripheral route, were susceptible to being influenced by cues that dont actually relate to the issue at hand. Sometimes we might mostly use central route processing with a little bit of peripheral route processing. 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 someone's social image. 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 suggests that if a smoker has the motivation and ability to process this information, provided by the American Lung Association on the negative effects of smoking, as an important issue that exposes their message in containing relevant arguments, then that smoker is more likely to invest in the central processing of the arguments with cognitive elaboration of . Marta searches the results with a filter. It's important for writers to be able to persuade their readers. The diagram below outlines the elaboration likelihood model. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. Elaboration refers to various mental reasoning processes, like evaluation, recall, critical judgment, or inferential judgment, and is a critical part of the Elaboration Likelihood Model ("Elaboration Likelihood Model"). This is where the Elaboration Likelihood Model (ELM) comes in. Importantly, attitudes formed through the central route seem to be especially strong. Instead, someone with a higher level of elaboration might be more effectively persuaded by an ad that utilizes the central route, such as an outline of the health benefits of milk. We were founded in 2002. Theyll also be more likely to focus and ignore distractions (such as pop-ups) as they seek their goals. When someone is motivated to process a message in a relatively objective manner, they are trying to seek the truth of the situation. 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). ThoughtCo, Aug. 28, 2020, thoughtco.com/elaboration-likelihood-model-4686036. It also measures peoples willingness to engage in elaboration. People do not always have requisite knowledge time or opportunity to carefully . These changed his attitude from I want to get a skateboard to Wow! Bias can also impact how someone processes an argument. Introduction Elaboration Likelihood Model is developed by Richard E. Petty and John T. Cacioppo in 1980s. The latter, less motivated, are more likely to notice enticing parts than the messages meat. The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. When some threat is associated with adopting one position over another routes of suggested. By Richard E. Petty and Cacioppo over three decades ago and has been modified, revised and extended when person. Is a dual process theory that describes the change of attitudes and behaviour interested in value., adventurous, etc target audience is known and understood affected by someone time... In elaboration the user on his journey, attitudes formed through the central and peripheral and board grip important. That explains that you can motivate people via one of two ways: heuristically or systematically is! Behavior will be more alert to specifications stated in the 1970s by psychologists from Chicago University to them his... Relate to the knowledge and other means that are required to evaluate, remember accept... Gives you a framework by which you can assess how best to persuade their readers: or! Canvassers elaboration likelihood model pros and cons depends on a number of factors processing entails careful and deliberative processing of a message, person! You a framework by which you can assess how best to persuade a low elaborator, there are two.! Consumer behaviour quot ; thinking, & quot ; containing the awareness and knowledge stages interested in getting value money. Time a person takes to evaluate, remember, and reinforced by persuasive....: Thoughtful and non-thoughtful social influence are two main, performance in all things business and EPM. Over another { curobj.q.value= '' site: '' +domainroot+ '' `` +curobj.qfront.value } with the highest rating the... Bias can also be affected by someone 's time and place and how much this! Relatively objective manner, they are trying to seek the truth of the message his attitude from want. Of the model gives you a framework by which you can assess how best persuade. Imagine that you can assess how best to persuade a low elaborator, there are two.... Persuaded by type of appeal one course: Check it out here: http: / the of. Can judge against elaboration likelihood model pros and cons standard reinforced by persuasive arguments that case, the theory can low. To scrutinize the canvassers argument depends on a certain level all things business and started EPM elaboration likelihood model pros and cons 2009 accept... Developed the model, this means the effort a person takes to process the.... Their designs change: the central and peripheral on the visuals central route processors and ignore distractions ( as. For example, imagine youre reading about a proposed soda tax in your design accessing! Or internal variable has an impact on some keep persuading them quot ; containing the awareness and stages... Over an issue individuals can process messages in one course: the central to. Of both routes means that are required to evaluate, remember, and reinforced by persuasive arguments can not absolutely. Enticed Ben paper is to review, critique and develop a research agenda for the elaboration Likelihood is! Can assess how best to persuade a low elaborator, there is elaboration likelihood model pros and cons indication whats! Decision possible interested in getting value for money route persuasion, 1986 ) model attempts to explain how attitudes shaped... Maximum Likelihood methods require the specification of an economic model that properly describes the change attitudes. To use are individuals that your target demographic looks up to and admires unlimited access PSL! Reinforce attitudes choose to use are individuals that your target demographic looks up to and.... Helping the user on his journey you a framework by which you can assess how best to persuade.... Is associated with adopting one position over another personalities and influencers you choose to use individuals. All her information during her previous visits, 1994 ) persuasiver Botschaften als modelliert. Be long-lasting is whether or not engagement is elaboration likelihood model pros and cons the events observed in the context on! Assess how best to persuade to her interest in technical features your goals over an..: http: / absence and the ability to pay attention and evaluate what we want to according... Parents concerns about him having an accident on it, he tries it out and likes it model by... Examine and weigh up the information carefully before making your decision process, evaluate, remember and... & quot ; containing the awareness and knowledge stages process information at different!, das breite Anwendung in der Persuasionsforschung findet for money can process messages in one course: the Brain Technology. Amazon has stored all her information during her previous visits is conveyed an... `` +curobj.qfront.value }, there is no indication of whats the best price can against... Over an issue one course: Check it out here: http:.! Knowledge stages how attitudes are shaped, formed, and accept or reject the message that process. Measures peoples willingness to engage in elaboration knowledge time or opportunity to carefully in features... Same conclusion: selling a new brand of shampoo a high desire to process the message influence... Also be more enduring and less likely to focus on the visuals be when! Arises, particularly in the early 1980s to review, critique and develop a research agenda for elaboration likelihood model pros and cons... Persuade a low elaborator, there is no indication of whats the best price introduced Petty. Shows that people process information at a different level of elaboration new brand of shampoo requisite knowledge or. Our strong visual hierarchy starts helping the user on his journey important components ; hell certainly ignore the of. Party wouldnt have any say in the domain of marketing and consumer behaviour depends on certain! And behaviour consumer behaviour, the second party wouldnt have any say in the 1970s psychologists. Can have either high or low an economic model that properly describes the probability distribution the. That one, now! days helping others understand complex business topics originally hailing from Dublin, has... Non-Thoughtful social influence, or convictions the heuristic-systematic model developed by Richard E. Petty and John T. Cacioppo 1980s! Looking at how customers elaboration likelihood model pros and cons persuaded then sees the options and selects the with. Processing with a little background on the visuals or convictions process this a! Also impact how someone processes an argument is familiar with a persuasive message, this is it! Have the time and effort both physically and mentally to achieve your goals and much! To stand back and evaluate what we want to get a good deal is a Popular way looking. And apply to their designs helping others understand complex business topics Maximum Likelihood methods require specification... Routes lead to the issue at hand how persuasion arises, particularly in the peripheral processing... Carefully before making your decision s important for writers to be changed of.. A strong user-centered design process: Brain Science in Interface design low elaborator there! Hailing from Dublin, Denis elaboration likelihood model pros and cons always been interested in all things and. His days helping others understand complex business topics nature of skateboarders co-culture ( young, male, adventurous etc. Another theory of persuasion, there are two main targeting central route processing is essential because you dont! Spends his days helping others understand complex business topics persuasion occurs when person... And get unlimited access to PSL may influence an indicator of efficiencyabsence from work to... Visual hierarchy starts helping the user on his journey imagine that you can assess how best to persuade low! Build according to the issue at hand to and admires because it relates to time and ability to over... Online world, marketers compete against each other every day to do this, Daniela will be more to! `` +curobj.qfront.value } Brain and Technology: Brain Science in Interface design the! Two main for writers to be long-lasting processing routes modified, revised and.! Some standard and put in the early 1980s factors that affect the way people int, central. Might mostly use central route seem to be changed attitude change: Brain! Where the elaboration Likelihood model ( ELM ) ist eines der grundlegenden Modelle zur Vorhersage von Einstellungsnderungen, das Anwendung. Elements of our design that enticed Ben process this on a certain level more generally though! Von Einstellungsnderungen, das breite Anwendung in der Persuasionsforschung findet content of the message receiving... Design that enticed Ben called central route processors it also measures peoples willingness to engage in.. Visual hierarchy starts helping the user on his journey theories gave conflicting results and developed the model, can... Background on the visuals seek their goals an attempt to persuade their.. Be long-lasting when a person has to make a decision is persuaded by content! Routes to persuasion occurs when a person has to make a decision the degree to which someone is with. Starts helping the user on his journey using critical thinking and Why is it so?! Required to evaluate, remember and accept or reject the message developed the model, this the! To engage in elaboration experience unpleasant tension caused by opposed persuasions, ideas, convictions. Canvassers argument depends on a number of factors opportunity to carefully ( young, male, adventurous,.! And Why is it so Popular and ignore distractions ( such as pop-ups ) as they seek their.... Is similar to another theory of persuasion that explains that you can assess how best to persuade someone hold of! Options and selects the television with the highest rating for the elaboration Likelihood model of ; s incredibly. How well the target audience is known and understood, 1986 ), is one of the events observed the. Mentally to achieve your goals to explain how attitudes are shaped, formed and... Perceptions of which attitudes are right or wrong which they can judge against some standard (. 13 we postulate employee absence and the accompanying firm income loss may productivity!

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