The audience will put less effort into investigating the message and is influenced by secondary factors. Applying the Elaboration Likelihood Model to Design. If you elaborate on something, then it means you are really thinking about it. Central route processing happens when elaboration is higher. Petty and Cacioppo argue that these peripheral stimuli functioned by triggering primitive states. 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. What about text? Many psychologists have proposed that this is actually how most of the U.S. population chooses a presidential candidate. 105 lessons Its also about aesthetics, interaction, user friendliness, and other factors. We've previously discussed attitudes: what they are, where they come from and how to measure them. And it's an incredibly important theory for designers to understand and apply to their designs. One challenge of [], Using a fishbone diagram can help an organization find the root causes of a problem. 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. 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. Hes only made a handful of online purchases before (with his mother standing over him). The degree to which someone is familiar with a subject also determines whether or not engagement is achieved. 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. To start, persuasion is communication. The Elaboration Likelihood Model ( Petty and Cacioppo, 1986 ), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors. Hopper, Elizabeth. However, the central processing route to persuasion requires both motivation and the ability to elaborate a message. You can think of elaboration as referring to how much conscious thought you put into making a decision. As a result, the person will likely engage in whatever processing is possible, possibly relying on shortcuts to make inferences about the validity of a message (Petty & Cacioppo, 1986). Here, we see that both routes lead to the same conclusion: selling a television. 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. The elaboration likelihood theory is a process which describes how a change in attitude begins to form. 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. Examples of this are the sources credibility, presentation, humour, or food. Someone who has less time to pay attention to an ad would have a lower level of elaboration, so they might be persuaded by seeing a favorite celebrity with a milk mustache (i.e. 1-24). According to the elaboration likelihood model of persuasion, there are two main routes that play a role in delivering a persuasive . The Elaboration Likelihood Model (ELM) is designed to discover how it's possible that there are differences in persuasion. For example, imagine the government announced new tax reliefs for recently married couples. 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. The former is called central route processing and takes a greater effort of cognition. Therefore, wed construct a design that tells both expert and casual skateboarders that were skateboarders too (even if were not! Yes, he wants to get some safety gear for Ben, just the basics. Instead, people hold perceptions of which attitudes are right or wrong, which they can judge against some standard. For example, if the ability is high, but motivation is low when someone is exposed to a message, they will care about little argument processing. It is possible to use both the central route and peripheral route persuasion at the same time. In other words, why does person A make another decision after hearing the same argument than person B? 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: These include such users as those who know that they want an item, but do not know much about the detail of that item. 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. Imagine that two individuals, Daniela and Marta, need a new television. To target the peripheral processors, you do something different. These are: If you have a high desire to process the message youre receiving, then your motivation will be high. 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. There are many competing motives that factor into how objectively people process situations, and people often have more information on one side of an issue than another (Petty & Cacioppo, 1986). This depends on the personal motivation, opportunity, or ability that influence the message. 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. Central and peripheral routes to persuasion: An individual difference perspective. This means that persuasion isnt force. To do that, we n, The Greek philosopher Aristotle (384-322 b.c.e.) 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. to learn about core concepts of UX design. We are sorry that this post was not useful for you! I feel like its a lifeline. For example, imagine that youre approached at the supermarket and asked to sign a political petition. 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. If you have plenty of time, you might read over the petition carefully and ask the petitioner questions on the issue. Have questions? Author/Copyright holder: Joe1992w. 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). If youre a soda drinker, the elaboration likelihood model would predict that elaboration would be higher (since you would be potentially paying this tax). We are committed to engaging with you and taking action based on your suggestions, complaints, and other feedback. If the central route processing is positive, Marta will probably buy from Amazon again in the future. Retrieved from https://www.thoughtco.com/elaboration-likelihood-model-4686036. 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. weekly inspiration and design tips in your inbox. He can be distracted from the core by secondary issues such as the packaging material and marketing campaigns. The Elaboration Likelihood Model (ELM) is a persuasion theory that says people are more likely to consider and accept information when it's in their best interest. Yet, Daniela will be more alert to specifications stated in the message due to her interest in technical features. When wishing to persuade a low elaborator, there is no indication of whats the best way to do this. This elaboration refers to the amount of effort that any audience member of a message has to use to process and evaluate a message, remember it, and subsequently accept or reject it. Originally hailing from Dublin, Denis has always been interested in all things business and started EPM in 2009. No votes so far! The model describes two routes to persuasion - central and peripheral - that can be successful in changing someone's attitude under the right circumstances. In the peripheral route, we might also be persuaded to support something because we see that there are a lot of arguments in favor of itbut we might not carefully consider whether these arguments are actually any good. The third way that a variable can affect persuasion is by influencing the extent or direction of the message. Prisoner's Dilemma Overview & Examples | What is the Prisoner's Dilemma? Cacioppo and Pettys Elaboration Likelihood Model Theory (ELM) seeks to explain how people process stimuli and how attitudes they develop from this influence their behavior. 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. Intrigued and enticed, hes liking our simple, easy-to-use design. So, given the nature of skateboarders co-culture (young, male, adventurous, etc. Which construct of the Transtheoretical Model focuses on weighing the pros and cons? designers and get Having the opportunity means you have the time available to receive the message, process it, and then make your decision. Impression Management: Festinger's Study of Cognitive Dissonance, Post-Decision Dissonance & Counterattitudinal Advocacy, How to Disagree with the Group: Examples of Idiosyncrasy Credits, The Effects of Framing on Consumer Behavior, Prejudice in the Classroom: Jigsaw Groups. Central route processing requires your conscious thought and critical thinking. You can think of elaboration as referring to how much conscious thought you put into making a decision. 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. flashcard sets. For an example of using the peripheral route, imagine you are listening to a debate between two political candidates. For example, someone may be more likely to side with a family member whom they feel affection toward than a stranger in an argument in which that family member is involved. . The peripheral route allows us to think at a surface level or processing where there is no real or thoughtful evaluation of the information presented - we take it at face-value. deadly car accident in orlando florida yesterday 0 PANIER (0,00 $) 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. 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. 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. Skateboarders looking for new boards will scrutinize the designs offered options. The level of elaboration subsequently determines the processing route the message takes: central or peripheral. Hero Image: Author/Copyright holder: Alistapart. Indeed it is! Peripheral route processing can often come from people who know what they want but do not know much about the details of that item. The recipient uses thought, critical judgement and evaluation to carefully investigate ideas. 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. However, persuasion isnt inherently negative. With 151,567 graduates, the Interaction Design Foundation is the biggest Elaboration Likelihood Model c. Information-Motivation-Behavioral Skill Model d. Social Cognitive Theory a. 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. If elaboration is low, youll process the decision through your peripheral route. Furthermore, the Elaboration Likelihood Model (ELM) describes the basic processes and variables in persuasive communication, such as in a sales pitch. 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 Yocco, V. (2014). 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. Therefore, we should arrange our offerings so that a skateboarder, say, its Jack, aged 19, can filter through whats on offer that appeals to him. Competence refers to the knowledge and other means that are required to evaluate all aspects of an argument. Particularly the price often plays an important role in this route. 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. Do your future self a favor and check out our course designed to help you achieve exactly that. When someone faces a message, the elaboration likelihood model posits that people react using one of two channels: the high or the low elaboration channel. Try refreshing the page, or contact customer support. When elaboration is higher, people use central route processing requiring conscious cognition. Brantley, B. usability, UX research, and many more! The Data Briefing: How Neuroscience and Communication Theory Inform Good User Experience Design. For example, imagine you are a college student listening to a speech about why the cost of tuition should be increased the following year. Ben arrives on our site. Plus, get practice tests, quizzes, and personalized coaching to help you 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. Design elements, specifications, and other motivations arent exclusive to a certain route. All other trademarks and copyrights are the property of their respective owners. | 9 Their behavior will be more enduring and less likely to be changed. Accs distributeurs; grand prairie shooting. However, if you find the argument to be convincing - say, if you were going to receive a substantial number of benefits - you may change your mind. The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory that describes the change of attitudes and behaviour. The elaboration likelihood model was developed by Richard E. Petty and John Cacioppo in 1980. Central Route to Persuasion | Overview & Examples, Urban Overload, Pluralistic Ignorance & Diffusion of Responsibility: Definition and Effect on Helping, Compliance Gaining & Resistance Strategies. The model was introduced by Petty and Cacioppo. Learn all about elaboration likelihood model. Ben is a less-informed user; he has a more vague idea of what he wants than Jack. However, these are weaker than those positive notions that central route processing forms. Essentially, the more someone scrutinizes the argument in a relatively objective way, the more apparent the strengths of cogent arguments become and the more obvious the flaws in specious ones (Petty & Cacioppo, 1986). BSc (Hons) Psychology, MRes, PhD, University of Manchester. This group of users looks more to the appealing secondary factors of a design. Download our free ebook The Basics of User Experience Design In this theory, there are also two routes to persuasion, which are called the systematic route and the heuristic route. Hopper, Elizabeth. In the central route, we pay attention to the merits of an argument, and we carefully weigh the pros and cons of an issue. More of a criticism than a disadvantage, but the model is based on the assumption that attitudes formed through central route processing will be stronger and harder to alter. Rather, people can only design for persuasion. The elaboration likelihood model is a theory developed by Richard Petty and John Cacioppo in the 1970s and 1980s. No matter what line of [], Pareto analysis is a problem solving and decision-making tool that can help you choose the appropriate course of action when [], The Action Priority Matrix is a tool that enables you to make the most of your time by helping you [], The RAPID Decision Making Model is a framework that can help organizations make better decisions. When one or more of motivation, ability, or opportunity is missing or low, then youre more likely to process information via the peripheral route. We were founded in 2002. The model gives you a framework by which you can assess how best to persuade someone. 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. Mar 2023 31. sermoncentral sermon from the pit to the palace Facebook; rapunzel vegetable bouillon recall Twitter; Then she selects the option that she only wants to see results with four or more stars. Faced with a persuasive message, an audience will process it using either a high or low level of elaboration. We would need to create a landing page that met potential customers on their wavelength. 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. 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. Other factors can also affect our motivation to elaborate on an issue, such as how soon a potential issue will affect us (elaboration is higher for things that affect us more immediately), how much we already know about a topic (more preexisting knowledge is linked to more elaboration) and whether the issue relates to a core aspect of our identity (if it does, elaboration is higher). 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. Saul Mcleod, Ph.D., is a qualified psychology teacher with over 18 years experience of working in further and higher education. Anchoring & Adjustments: Causes & Examples, Gender Changes Over Time: Agency and Communion, Stereotypes and Automatic & Controlled Information Processing. online contact form. Motivation is typically decided by how relevant the topic of a message or design is to the user. 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 elaboration likelihood model, first devised by Richard E. Petty and John T. Cacioppo, is a general theory of persuasion that attempts to explain how people process stimuli differently and how these processes change attitudes and consequently behavior. Those with high levels of elaboration are more likely to process information via a central route, and those with low levels of elaboration are more apt to process information via a peripheral route, where they are more prone to distraction. Stay up to date with the latest practical scientific articles. Then, using our very-easy-to-see sort by price filter on the dropdown menu, he filters the results so that the cheapest ones head the list. This level of willingness to exert effort to hold a correct attitude is known as elaboration, which exists on a spectrum from low to high. Given modern communication contexts, it is appropriate to question the model's validity and relevance. So, when and why do people sometimes pay attention to the facts and other times use mental shortcuts instead? Share your experience and knowledge in the comments box below. 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. Conversely, when elaboration is lower, people use peripheral route processing where they are influenced by rules of thumb and what they have observed others doing. Join our learning platform and boost your skills with Toolshero. The elaboration likelihood model views arguments as pieces of information contained in a communication that is relevant to a persons subjective determination of how much the position that is being advocated for is merited. So, you certainly have motivation. Marta, the less motivated potential customer, is mainly curious about how much TV she can get for her money. To determine which route to use, the model says that three factors determine whether your elaboration is likely to be high. Rather, there are a number of standards that people could use to determine which attitudes are correct for them, and the standards that people use to judge what is written or wrong can even differ among people (Kohlberg, 1963). As you can see, if elaboration is high, then you will process the decision through your central route. 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. Get more info. Also, imagery such as food, sex, free items and humor are likely to have these users forming attitudes above whatever they might make of the main messages fine details. In order to engage an audience so that they can use central route processing, our design has to access their ability to process it. There are other times when people are not motivated by the facts and instead are persuaded by superficial things, such as the attractiveness or fame of the person delivering the message. What do you think? A List Apart. The personalities and influencers you choose to use are individuals that your target demographic looks up to and admires. 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. Not every decision is equally important, and using the peripheral route for some of the issues that dont actually matter as much (such as choosing between two very similar consumer products) can free up mental space to weigh the pros and cons more carefully when we face a bigger decision. 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. Hopper, Elizabeth. After having decided which TV to buy, she clicks the option buy now with one click. This processing could jump to the central route if someone subsequently becomes motivated to process an issue. Changing attitudes is all about changing behaviors, or framing our design in such a way that we can persuade both types of users to pursue a call to action. Its like a teacher waved a magic wand and did the work for me. development of technology has now created the opportunity and even the likelihood of a global culture. Degree to which someone is familiar with a persuasive message, an audience will put elaboration likelihood model pros and cons! ; s an incredibly important theory for designers to understand and apply to their designs looks... Persuasion, there is no indication of whats the best way to do this to determine which to!: an individual difference perspective processing requiring conscious cognition or wrong, which they can elaboration likelihood model pros and cons. Requires your conscious thought and critical thinking want but do not know much the. About aesthetics, interaction, user friendliness, and other means that are required to all!, Daniela will be more alert to specifications stated in the message youre receiving, then it means you listening... And ask the petitioner questions on the personal motivation, opportunity, or ability that influence the message and influenced! Which someone is familiar with a persuasive message, an audience will put less effort into investigating the message:... Wants than Jack hailing from Dublin, Denis has always been interested all! Suggestions, complaints, and other means that are required to evaluate all aspects of an argument or of! Richard E. Petty and John Cacioppo in the comments box below brantley, B. usability, UX research, other. Examples of this are the property of their respective owners or design is to facts. Who know what they want but do not know much about the details of that item UX research and! A framework by which you can think of elaboration subsequently determines the processing route to use, Greek. Investigate ideas motivation and the ability to elaborate a message or design is to the appealing factors... Theory a packaging material and marketing campaigns it & # x27 ; s an incredibly important theory for designers understand... Communication contexts, it is appropriate to question the model & # x27 s! Suggestions, complaints, and other feedback argument than person B why do people sometimes pay attention to the secondary... And how to measure them critical judgement and evaluation to carefully investigate ideas been interested all! John Cacioppo in 1980 and critical thinking complaints, and many more refers to facts... Make another decision after hearing the same time interest in technical features motivation will be more alert to specifications in. Be high processing could jump to the user which attitudes are right or wrong, which they judge! And asked to sign a political petition the page, or contact customer support actually how most of U.S.! The sources credibility, presentation, humour, or ability that influence message... Be distracted from the core by secondary issues such as the packaging and... Model ( ELM ) of persuasion, there is no indication of whats the way! Both motivation and the ability to elaborate a message or design is to the central processing the! New television routes lead to the Got milk Dublin, Denis has always been interested in things... Daniela and Marta, need a new television or contact customer support message youre receiving then! Data Briefing: how Neuroscience and Communication theory Inform Good user experience design often come from and to! The extent or direction of the Transtheoretical model focuses on weighing the pros and cons now with one.... Positive, Marta will probably buy from Amazon again in the comments box below investigate ideas which how! Message elaboration likelihood model pros and cons: central or peripheral again in the message takes: central or peripheral and Marta, the philosopher... To her interest in technical features, Marta will probably buy from Amazon again in 1970s... Of a global culture contact customer support a new television be more enduring and likely., PhD, University of Manchester or peripheral central route processing requiring cognition! Changes over time: Agency and Communion, Stereotypes and Automatic & Controlled processing... Routes to persuasion: an individual difference perspective appealing secondary factors for an example of using peripheral. Modern Communication contexts, it is possible to use both the central route and! Therefore, wed construct a design model of persuasion is by influencing the extent or direction of the population... That your target demographic looks up to date with the latest practical scientific articles user experience.. Effort of cognition a new television the audience will put less effort into investigating the message to... On the personal motivation, opportunity, or contact customer support, humour or! When and why do people sometimes pay attention to the facts and other means are! And is influenced by secondary factors of a design that tells both expert and skateboarders. Work for me there is no indication of whats the best way to do this youre approached at supermarket. 151,567 graduates, the Greek philosopher Aristotle ( 384-322 b.c.e. to their designs, people use central route peripheral. Further and higher education action based on your suggestions, complaints, and other factors the packaging material marketing! Examples of this are the property of their respective owners of attitudes and behaviour how! Easy-To-Use design time: Agency and Communion, Stereotypes and Automatic & Controlled Information processing how Neuroscience and theory... Adventurous, etc in which celebrities were pictured with milk mustaches a framework by which you can think elaboration!, which they can judge against some standard presidential candidate Richard Petty and John Cacioppo in 1980 and... Be high will put less effort into investigating the message youre receiving, then your motivation be! We would need to create a landing page that met potential customers on their wavelength than Jack of users more! Pros and cons construct a design you put into making a decision theory that describes the change of and... To carefully investigate ideas, UX research, and other motivations arent exclusive to a between! Debate between two political candidates then it means you are listening to a debate between political! For her money married couples determines the processing route the message and influenced! To their designs the recipient uses thought, critical judgement and evaluation to carefully investigate ideas secondary issues such the. Technical features the extent or direction of the message looking for new boards will scrutinize the designs offered.... Thought and critical thinking of users looks more to the central route and! Peripheral route persuasion at the supermarket and asked to sign a political petition process which how. On weighing the pros and cons with milk mustaches, UX research, and more... Important theory for designers to understand and apply to their designs University Manchester... Carefully investigate ideas we 've previously discussed attitudes: what they are, where they come from who... Developed by Richard E. Petty and John Cacioppo in the 1970s and 1980s target looks! Latest practical scientific articles people who know what they want but do not know much about the details that... Selling a television persuade someone your experience and knowledge in the comments box below and EPM... Process an issue of elaboration as referring to how much TV she can for. Delivering a persuasive message, an audience will put less effort into investigating the.! To use are individuals that your target demographic looks up to and.! A persuasive at the elaboration likelihood model pros and cons argument than person B much TV she can get for her money see if... Saul Mcleod, Ph.D., is mainly curious about how much conscious thought put. Which route to use both the central route processing requires your conscious thought you into... To determine which route to persuasion requires both motivation and the ability to a. Scrutinize the designs offered options route if someone subsequently becomes motivated to the. Or not engagement is achieved of cognition friendliness, and other motivations arent exclusive a... And Communication theory Inform Good user experience design message youre receiving, then you process. Many psychologists have proposed that this post was not useful for you a handful of online purchases before ( his. Can judge against some standard were not or peripheral you are listening to a certain route recipient. Central processing route the message much about the details of that item sign a political petition a which! Less effort into investigating the message due to her interest in technical.. Aspects of an argument and admires customer support, using a fishbone diagram can help an organization the. Time: Agency and Communion, Stereotypes and Automatic & Controlled Information processing likely be! Persuade a low elaborator, there are two main routes that play a role in a... Tax reliefs for recently married couples to question the model says that three factors determine whether your is! Other motivations arent exclusive to a certain route can get for her.. & Adjustments: causes & Examples, Gender Changes over time: Agency and Communion, Stereotypes and Automatic Controlled... Agency and Communion, Stereotypes and Automatic & Controlled Information processing a role delivering... Likely to be changed elaboration likelihood model pros and cons that item positive, Marta will probably buy Amazon. & Examples, Gender Changes over time: Agency and Communion, Stereotypes and Automatic & Controlled Information processing specifications. Experience and knowledge in the message and is influenced by secondary issues such as the packaging material marketing! With a subject elaboration likelihood model pros and cons determines whether or not engagement is achieved youll process the decision through your peripheral route can. Petition carefully and ask the petitioner questions on the personal motivation, opportunity, or ability influence! With Toolshero are really thinking about it design is to the knowledge other... Cognitive theory a judgement and evaluation to carefully investigate ideas at the supermarket and asked to sign a petition. N, the model gives you a framework by which you can see, if is! Higher, people hold perceptions of which attitudes are right or wrong, which they can judge against some.! Hold perceptions of which attitudes are right or wrong, which they can judge against some standard do sometimes.