The Effect of Persuasion Variables on Product Attitudes: the Moderating Role of Processing Fluency and Involvement
Date Issued
2008
Date
2008
Author(s)
Lee, Wan-Yi
Abstract
Elaboration Likelihood Model is one of the most well-known models studying consumer attitude change. By simply differentiate customer by high or low involved, whether argument quality or peripheral cues affects their attitude change more is known. Although lots of studies applied ELM, most of them focus on the high involvement condition, and there is misunderstanding of the low-involved condition. Multiple roles clarify that variable serve as different purpose depending on the situation, and we extended the ELM by adding a new moderating variable “processing fluency of the central merit”, which is the ease central merit can be accessed, and tested the effect on low involvement condition. We proposed low involvement people will be affected by argument quality if central merit is as easy to process as peripheral cue (i.e., high processing fluency condition). We conducted an experiment of involvement, argument quality, endorser favorability, and processing fluency to test our hypotheses, and used only picture image to present the arguments in high processing fluency condition.The result supported our assumption, showing low involvement people were more affected by argument quality in high processing fluency condition. This study confirmed multiple roles, as picture presenting central merit serve as central argument for high involvement people and also serve as peripheral cue for low involvement people.
Subjects
Elaboration Likelihood Model
attitude
multiple roles
involvement
processing fluency
Type
thesis
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