Abstract

The purpose of this theoretical paper is to present the application of elaboration likelihood model to investigate consumer attitude formation and change resulting in persuasion outcomes to current advertising research. Therefore, this paper presents an illustrative example on how can advertising firms could develop advertisements considering the attitude formation and change resulting in persuasion outcomes through the Elaboration Likelihood Model.

Presenters

Nirma Jayawardena
Assistant Professor, Marketing, O P Jindal Global University, India, Delhi, India

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

2021 Special Focus - Preparing Organizations for New Digital Futures: New Rules of Engagement for the Fourth Industrial Revolution?

KEYWORDS

Social Psychology, Advertising, Theoretical Contribution, Elaboration Likelihood Model

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