Elaboration Likelihood Model

QUT Digital Repository: http://eprints.qut.edu.au/39406 Kerr, Gayle F., Beede, Park, Proud, William, & Schultz, Don (2010) The elaboration likeliness model in the new millennium : an exploration study. In: 2010 American Academy of Advertising European conference, 4 - 6 June, 2010, Milan, Italy. © Copyright 2010 (please consult the authors). The Elaboration Likelihood model in the New Millennium: An exploratory study Abstract Elaboration Likelihood Model ( elmwood), unquestionable in 1981 by Petty and Cacioppo, explained alternative slipway in which source, message and contextual variables impact military strength change. Since that time, denote has changed fundamentally and it is important to re-examine the fit of this model in the lives of today?s consumers. Results suggest that given ad stimuli conditions as replicated from the 1983 study, attitude toward the product will not differ. One material effect does emerge however. Among perceptions of people in the ad, an association exists with scar attitude, construed as similar to endorser observations or peripheral cue in the original study.

1 The Elaboration Likelihood Model (ELM) was developed in 1981 by Petty and Cacioppo to explain the conflicting theories in persuasive intercourses by suggesting a number of ship canal in which source, message and other contextual variables impact attitude change (Petty, Kasmer, Haugtvedt and Cacioppo 1987). Prior to that, the literature in the field had been expound by Fishbein and Ajzen (1981 in Petty and Wegener 1999, p.41) as an accumulation of more often than not contradictory and inconsistent findings with few (if any) generalizable principles of effective communication. Since the or so 30 years since its inception, the ELM, a socio-psychological theory, has been widely applied to polar consumer behaviour as well as evolving advertising contexts. ELM has helped explain persuasive communication in internet communication (Hershberger 2003), web site trust (Lee and Huh... If you want to get a full essay, order it on our website: Orderessay

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