elaboration likelihood model

elaboration likelihood model

theory understands that all humans process stimulus differently, the outcomes of these processes result in changing attitudes and consequently behaviour. this model is a guide to develop more persuasive systems

how does persuasion happen

internally so no one can persuade anybody with certainty of success

what happens when a persuader present’s info to an audience

some level of elaboration occurs

elaboration

the amount of effort an audience member has to use in order to process and evaluate a message, remember it and accept or reject it.

what determines the chance of someone being persuaded by a message

their elaboration

process 1 for elaboration

central route

what is central route

individual is persuaded by the message itself after the individual has processed the content in detail because they are interested in the issue and motivated by it (has personal relevance)

what level of elaboration does the central route have

high elaboration because they have thoroughly elaborated (evaluated) the message content

route 2

peripheral route

peripheral route

individual might be persuaded by factors other than the messages content (e.g. the attractiveness of the source). they do not process the content perhaps because they don’t have enough time or they don’t have the ability

what level of elaboration does the peripheral route have

low elaboration because the evaluation of the content is minimal

individual differences

people differ in their ability and motivation to process a message centrally

what is the key individual difference

the need for cognition. people with a high need for cognition are motivated to think about many issues they enjoy analysing arguments

which route are people with high need for cognition most persuaded through

the central route