Effects of Involvement, Argument Strength and Source Characteristics on Central and Peripheral Processing of Advertising
Document Type
Article
Language
eng
Format of Original
20 p.; 24 cm
Publication Date
Fall 1990
Publisher
Wiley
Source Publication
Psychology & Marketing
Source ISSN
1520-6793
Abstract
The reported experiment tested predictions made by the elaboration likelihood model (ELM). Manipulations of message processing involvement, argument strength, and favorability of source information were used to examine predicted effects on cognitive response activity and attitude change. Major study findings reveal general support for ELM predictions concerning cognitive response activity, as well as support for central and peripheral attitude change predictions. In addition, central route attitude change was influenced by message cognitions, while peripheral route attitude change was determined by both message cognitions as well as simple perceptions of the source. A theoretical interpretation of the results and implications for advertising practice are offered.
Recommended Citation
Andrews, J. Craig and Shimp, Terence A., "Effects of Involvement, Argument Strength and Source Characteristics on Central and Peripheral Processing of Advertising" (1990). Marketing Faculty Research and Publications. 156.
https://epublications.marquette.edu/market_fac/156
Comments
Psychology & Marketing, Vol. 7, No. 3 (Fall 1990): 195-214. DOI.