期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2014
卷号：4
期号：5
页码：701-710
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：One of the key predictions advanced in mainstream models of persuasion (e.g., the Elaboration Likelihood Model) is that attitude changes induced in highly involved individuals via the central route (systematic processing) are relatively persistent and predictive of behavior, whereas attitudes induced under low involvement conditions through the peripheral route (heuristic processing) are relatively temporary and unpredictive of behavior. Despite its central role in marketing theory, the proposition has not been tested in product advertising. Supporters argue that this prediction should hold irrespective of how involvement is conceptualized and across domains of persuasion (e.g., Petty and Cacioppo 1983, 1990). A critical investigation is conducted herein, motivated by the observed gap between scholarly mantra and marketing practice. Also, this paper argues that the exact opposite of the mainstream theory should be obtained in marketing contexts when involvement is based on consumers' intrinsic personal relevance, suggesting that the instinct of marketing executives may not be misguided after all.
