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A. (1985) "Affective and Cognitive antecedents of Attitude toward the Ad: A Conceptual Framework," in Alwitt, L. F. and Mitchell. Both an endorsement and involvement directly stimulate buying intention. In the present study, a test will be made for this interaction effect. The message content (argument strength) was manipulated by changing metric information in the copy (e.g. The other half of the subjects were told that a fictitious company was advertising a course to effectively prepare students to meet the WPE requirement. Lammers, H. B. The ELM, however does not specifically address the nature of interactions between peripheral features and argument features. The other half of the subjects were told that a fictitious company was advertising a course to effectively prepare students to meet the WPE requirement. FIGURE 2A SIGNIFICANT INTERACTIONS IN ANALYSES OF MESSAGE ARGUMENT RESPONSES: INVOLVEMENT FIGURE 2B SIGNIFICANT INTERACTIONS IN ANALYSES OF MESSAGE ARGUMENT RESPONSES: ENDORSEMENT FIGURE 3 THE INTERACTION OF INVOLVEMENT ENDORSEMENT AND ARGUMENT STRENGTH ON NEGATIVE COGNITIVE RESPONSES TO PERIPHERAL CUES DISCUSSION Consistent with recent clarification of ELM expectation Petty et al (1987), our analysis shows that involved subjects use central and peripheral elements in processing a message. The 2-way interactions of these two peripheral cues were also not found. Both high and low involvement subjects use both central and peripheral cues in generating cognitive responses, but were affected by these cues in opposite ways. Petty, R. E., Kasmer, J. T., Haugvedt, C. P. and Cacioppo, J. T. (1987) "Source and Message Factors in Persuasion: A Reply to Stiff's Critique of the Elaboration Likelihood Model," Communication Monographs, 54 (September), 233-249. Copyright © 1988-2020, IGI Global - All Rights Reserved, Additionally, Enjoy an Additional 5% Pre-Publication Discount on all Forthcoming Reference Books, Learn more in: Internet Consumer Behavior: Behavioral Variables, Learn more in: Recent Advances in Online Consumer Behavior. Dubuque: A. C. Brown. No other main effects or interactions were evident in this analysis. We expected to see source impact Credibility and possibly interact with Involvement such that the credibility judgments of involved subjects would show less of a tendency to reflect the peripheral Source manipulations. The ELM, however does not specifically address the nature of interactions between peripheral features and argument features. 9 (November) 78. While the finding for involved subjects has been reported in earlier work and predicted by the ELM, the finding for low involvement subjects is new. Further, credibility was enhanced by the advertiser cue in the involved subject but dampened for low involvement subjects, who found a public announcement more credible. Joëlle Vanhamme, EDHEC Business School, France. Provo, Utah: Association for Consumer Research), 164- 168. These thoughts are expected to be enduring and strongly related to the message object. Over 10 million scientific documents at your fingertips. For example, while comments on the price of the course tended to address how "cheap" or "expensive" the course was perceived by the involved subject, price comments for less involved subjects were more like "Rip-off' or "Another attempt to get our money", indicating a more superficial use of information than was evident with involved subjects. A two-way interaction is predicted between the two peripheral cues such that when both cues are viewed favorably by the subjects (news source and endorsement present) or negatively (advertisement source and no endorsement) the effect on thought will be more positive than when the two cues are inconsistent with one another. Marvin E. Goldberg, Gerald Gorn, and Richard W. Pollay, Provo, UT : Association for Consumer Research, Pages: 237-243. In fact, the ELM postulates a tradeoff between argument processing and the operation of peripheral cues: as argument scrutiny (whether objective or biased) is reduced, peripheral cues become relatively more important determinants of persuasion, but as argument scrutiny (whether objective or biased) is increased, peripheral cues become relatively less important. SIGNIFICANT INTERACTIONS IN ANALYSES OF MESSAGE ARGUMENT RESPONSES: INVOLVEMENT, SIGNIFICANT INTERACTIONS IN ANALYSES OF MESSAGE ARGUMENT RESPONSES: ENDORSEMENT, THE INTERACTION OF INVOLVEMENT ENDORSEMENT AND ARGUMENT STRENGTH ON NEGATIVE COGNITIVE RESPONSES TO PERIPHERAL CUES. Specifically, by controlling peripheral information and argument quality features of a message, the nature of the interactions of these features for involved and uninvolved subjects are examined. The effect of both types of variables on high involvement subjects is discussed in light of other studies in Petty, Kasmer, Haugtvedt and Cacioppo (1987). Earlier work supports this pattern in high involvement subjects. Petty, R. E. and Cacioppo, J. T.(1984) 'The Effect of Involvement on Response to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion," Journal of Personality and Social Psychology, 46, 69-81. Analysis of attitude showed no significant effects for this design. 23. Subjects were not paid nor given course credit for participating. Analysis of the variable Credibility revealed a significant interaction between Involvement and Source (F(1,155) = 8.15, p = .005). One half of the announcements had a message of four lines (four copy points) presented with an endorsement by the Dean of the School of Business. As can be seen from Figure 1, high involvement subjects judged the ad more credible than the news context while low involvement subjects judged news more credible than the ad context. (1973) 'The Cognitive Processes Mediating Acceptance of Advertising," Journal of Marketing Research, 10 (February) 53-62. Analysis of the variable Credibility revealed a significant interaction between Involvement and Source (F(1,155) = 8.15, p = .005). The second route, low elaboration-likelihood (or peripheral cognition), occurs if either motivation or ability to expend cognitive resources is low (e.g., the recipients are distracted or assess the task as unimportant). Further, a significant interaction between Endorsement and Argument Strength was found in this analysis (F(1,147) = 4.32, p = .04) (see Figure 2(b)). 139.196.197.176. Wright, P.L. No significant interactions were found amongst the variables on buying intention. Examples of peripheral cues celebrity attractive source sources with high credibility expert sources humor erotic stimuli 2/19/2015 19Advertising Psychology Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. In the present study, the test of the ELM involves manipulation of two peripheral cues (1) endorsement--present or absent, and (2) context-news or advertisement] and one argument feature (argument--weak or strong). In contrast, the uninvolved subjects were found to be more influenced by the peripheral cues than by the message quality manipulations. Editorial context was manipulated by telling half of the subjects that the University administration was announcing a private remedial course to help students pass the Writing Proficiency Exam (WPE) required for graduation. . Moore, D. L., Hausknecht, D. and Thamodaran, K.(1986) "Time Compression, Response Opportunity and Persuasion," Journal of Consumer Research, 13 (June) 85-99.

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