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Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

✍ Scribed by Richard E. Petty, John T. Cacioppo and David Schumann

Book ID
125586484
Publisher
University of Chicago Press
Year
1983
Tongue
English
Weight
460 KB
Volume
10
Category
Article
ISSN
0093-5301

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πŸ“œ SIMILAR VOLUMES

Literal versus extended symbolic message
Literal versus extended symbolic messages and advertising effectiveness: The moderating role of need for cognition
✍ Ian Brennan; Kenneth D. Bahn πŸ“‚ Article πŸ“… 2006 πŸ› John Wiley and Sons 🌐 English βš– 128 KB

The authors classify an advertisement as an extended symbolic message (ESM) when the ad's subject and message are presented in a nonliteral format. The study compares the advertising effectiveness of the ESM with that of a literally equivalent message (LEM) when the ESM contains either a salient cue