Twenty-eighth International Conference on Learning

Abstract

The main objective of this paper is to show the application of elaboration likelihood model to gamification and e-learning for adolescents. Elaboration Likelihood Model (ELM) is a social psychology theory and is a dual process theory of attitude formation and change resulting in persuasion outcomes. This model was introduced to the academic literature by Petty and Cacioppo in 1986. According to ELM there are two different persuasion routes that leaners could follow when they come across persuasive communication. These two routes are 1) the central route and 2) the peripheral routes of persuasion. When learners have high involvement (personal or situational) or high MAO (Motivation, Ability and Opportunity) to process communication, they are willing or able to exert a lot of cognitive processing effort, called high elaboration likelihood. In this situation, central cues such as existing beliefs, argument quality and initial attitude are important in determining persuasion effects. In contrast to high MAO situations (high involvement), when MAO is low, leaners are either not willing or unable to exert a lot of processing effort. In this low elaboration situation, peripheral persuasion cues such as attractive sources, music, and visuals are determining factors of persuasion effects. These factors create a temporary attitude shift. Therefore, this paper presents an illustrative example on how education policy makers could use gamification elements in e-learning context for leaner attitude formation and change resulting in persuasion outcomes through the ELM.