![]() ![]() Goal-oriented visitors completely ignored the page’s featured elements and went directly to the navigational elements, such as the Search box and the “Browse Alphabetically” menu that showcased the site’s assets – the central route was activated. The differences in behavioral patterns were unquestionable. The second consisted of visitors who arrived at that sub-section simply because they were automatically redirected there after watching a video on the homepage. The first group comprised visitors who arrived intentionally at a sub-section of the site by using the site’s primary navigation elements. One of the recent analyses we conducted perfectly demonstrates the distinctive patterns of behavior between these groups. This theoretical model is supported by the discernible differences we’ve witnessed between goal-oriented visitors who visit a website for a specific reason and unintentional visitors who are just passing time, checking out what a website has to offer and hoping for entertainment. ![]() The peripheral route is taken when one is unable or unwilling to execute the cognitive assignment (no matter how much a shopper wishes to dig into the details of a specific product, he is just too mentally exhausted to do so). The central route is taken when one is motivated to generate thoughts in response to substantive content (a shopper wishes to compare the prices of similar products) and has the ability to do so (is not mentally tired). The factors that influence which route will be activated are motivation (a desire to process the message) and ability (available cognitive resources). ![]() The ELM, suggested by Petty and Cacioppo, describes two routes for processing information: central and peripheral. This automatic modification occurs without conscious awareness and can be explained by the Elaboration Likelihood Model (ELM). This mental escape from the “here and now” into the online world is mediated by cognitive modification as the task guiding our behavior changes, the human mind is trained to automatically change the route by which it processes information – from strenuous mental effort to passive absorption of our surroundings. ![]()
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