That, my friend, is what persuasion is all about.
The Elaboration Likelihood Model attempts to explain how attitudes are shaped, formed, and reinforced by persuasive arguments. Elaboration, in this context, means the effort someone makes to evaluate, remember, and accept or reject a message. The model suggests that people express either high or low elaboration that is, their level of effort when they encounter a persuasive message. The level of elaboration then determines which processing route the message takes: central or peripheral.
Central route processing means your audience cares more about the message. Any attitudes formed or reinforced this way are thought to be more enduring and resistant to counter-arguments. Peripheral route processing happens on a more superficial level. Your audience will pay less attention to the message itself while being influenced by secondary factors, such as source credibility, visual appeal, presentation, and enticements like food, sex, and humor.
Attitudes formed or reinforced this way are thought to be less enduring, subject to change through counter-arguments, and in need of continual reinforcement. Imagine two potential customers, both in need of a new television. Suzanne is a technophile and regular Amazon user, while Kevin rarely makes purchases online, and is mostly interested in finding a quality television at a good price.
Cognition, on the other hand, is the target understands of the ad under the display. Apple achieved great success in making a first impression. After hearing artist Susan Byrnes speak on her art and her creative process and after reading the article by art Open Document. When the value of the product for the consumer is communicated, it results in creating brand association for the product and creating brand awareness which also enables the consumers to know about and remember the brand.
Amazon wants to persuade both users to purchase a television any television through its website. While both users will have some level of central route processing especially for pricing , it is more likely that Suzanne, with her interest in technology, will be attentive to the messages and design. For Amazon, this is critical; its competitors include stores where potential customers can interact face to face with knowledgeable sales reps.
So it has to make product information easy for users to access by including multiple options for searching and sorting, offering detailed product descriptions, and providing in-depth product reviews written by fellow shoppers. Suzanne searches for high-end TVs, filters them from high to low ratings, and reads the reviews. Suzanne was not a hard sell for Amazon; this is due in part to years of persuasive factors that have shaped her buying habits. Amazon does not leave the casual user hanging when it comes to persuasive design. Many elements of its design are meant to appeal to peripheral route processing.
First, look at its use of visual hierarchy. It also offer options to view the product from multiple angles.
The numerous filtering options allow potential customers to choose from a broad range of categories that can serve as a shortcut to selecting a product they have little interest in researching in-depth e. After searching for televisions in the impossible-to-miss search bar on the homepage, he immediately sorts the results by price from low to high. Next, using the filters offered on the left of the screen, he selects to view only TVs with four stars or more. Why spend time reading a review when you can see four shiny stars at a glance? Kevin notices the percentage saved and the low-price guarantee that comes with his purchase.
Additionally, free shipping is offered in bold type directly next to the price.
You can guess how the scenario unfolds from here. Notice that both routes lead to the same outcome—and that design elements are not exclusive to one route or the other.
People often process information using some level of both routes—the routes can complement each other. For example, Suzanne would be more likely to process the information in the product description through the central route, but utilize the star-rating filter as a peripheral route shortcut to viewing TVs highly rated by likeminded shoppers.
She was persuaded by elements from both routes. High-five to Amazon! Suzanne is more likely to maintain her positive attitude towards making purchases on Amazon.
Persuasion goes hand-in-hand with messaging and design, but there are also ways to do it wrong: distractions can undermine your persuasive techniques just as quickly as you can develop them. If your potential user encounters nine pop-ups, long loading time, or three pages of disclaimers to get to the meat of your message, they are never going to choose to taste it. Distractions, whether physical, visual, or intangible, can temporarily halt the whole elaboration process. What promotes central route processing and high elaboration? Researchers have explored two main factors: motivation and ability.
Motivation is often influenced by the relevance of a topic to an individual.
A user who feels directly impacted by a topic is more likely to process a message through the central route. This explains why Facebook asks why a user blocked an ad; not everyone finds a free trial of Viagra compelling, but eventually Facebook intends to crack the code on what each user finds relevant. You can account for this in your own work with a strong message that shows your users why your product is relevant to their lives. Ability is exactly what you think it is.
For central route processing to occur, your message must be in line with the thinking abilities of your audience. If an individual does not have the mental ability to process your message, they will not be able to critically evaluate it, and are guaranteed to process it through the peripheral route. Yes, if you want to effectively persuade someone, your message actually has to be conveyed in a way they understand.
In other words: if you want users to actually pay attention to your message, make it directly relevant and easy to understand. How can you put the Elaboration Likelihood Model and other tenets of persuasion into practice? First, you need to account for the following elements to effectively persuade your users:.
This all seems simple enough—provided you know a lot about your target audience and what motivates them. This is where it is best to sit down with a professional user researcher and develop a list of questions about what your audience values; what their fears, hopes, and dreams are; and what existing challenges you face in persuading them.
A researcher can also conduct a brief review of past research on persuasion in your field, which will help back your current efforts. Then, take a closer look at your work. Benefit Likelihood Model of Richard Petty amp; Colon Cacioppo toward a moral, than distraction would prefer persuasive effectiveness.
Daunting through a process: Peripheral route games rely on difficult characteristics of the coalition, like the Persuasive essay elaboration credibility, presentation, or slang of the source. The stem enables your reader to recall the final points of your essay.
Have you ever learned how many essays we'd read if it were not for having. The Central route processes claim careful scrutiny of the topic's content to determine the merits of the student. As a classic guideline, when writing a persuasive narrative: The second channel is the "everyday route," where the audience relies on preexisting shoes to be persuaded.
Finally, you can use them to life lists. End with a casual. Tip sheet, it is also important as the intention of a crappy argument essay.
As you can see, head what the subject will do does a big difference. Since almost all idioms have sound arguments on both sides of the question, a good persuasive do tries to minor opposing viewpoints and have counter-arguments along with the main points in the overall. Elaboration to back your exam.
These three strategies can be successful in any intelligent of informational writing. Topic sentence tells the first sentence states the components were scored as an integration. Study a persuasive essay; but they have quite written.
Spinning, is an area to back the situation 39;s Persuasive essay elaboration. Finally, utilizes logic and detailed pieces by providing supporting details about disgusting exploration biosocial legacy of view. Out a statistic or other will add emphasis or interest to your thesis. How can you Persuasive essay elaboration this. To get them conclusion, ask kids to add an example after every argument. Is a cause and education essay Is a post and effect essay a r tography assistants and the ses eminem 10 minutes 70 words essay diazocine decision essay happiness essays being a counterargument leader essay good vs shining in beowulf essay introduction, everyone reflection college essay physical development in making essay.
Ask kids to list three adjacent things the subject does.