Central and Peripheral Routes to Advertising Effectiveness
The Moderating Role of Involvement
Bibliographic Data
| ID | 2987237 |
|---|---|
| Authors | Richard E Petty (0000-0002-2870-8575, University of Missouri), John T Cacioppo (0000-0002-0049-3509), David W Schumann, David Schumann |
| Year | 1983 |
| Volume | 10 |
| Issue | 2 |
| Pages | 135 |
| Publication date | 1983-09-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/208954 |
| OpenAlex | W2156022826 |
| Language | EN |
| Citations received | 523 |
| References cited | 37 |
Undergraduates expressed their attitudes about a product after being exposed to a magazine ad under conditions of either high or low product involvement. The ad contained either strong or weak arguments for the product and featured either prominent sports celebrities or average citizens as endorsers. The manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a greater impact under low than high involvement. These results are consistent with the view that there are two relatively distinct routes to persuasion
Advertising · Business · Library science · Media studies · Sociology · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology
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| Unique citing works | 523 |
|---|---|
| Citations per year | 9,34 |
| Citation span | 1970 - 2026 (57) |
| Citation velocity | current |
| Highly cited | Yes |
| Citation types | Neutral: 471 |