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| Author: | Dotson, M. Hyatt, E. |
| Title: | Religious symbols as peripheral cues in advertising: a replication of the elaboration likelihood model |
| Journal: | Journal of Business Research
2000 : APR, VOL. 48:1, p. 63-68 |
| Index terms: | BUSINESS ECONOMICS ADVERTISING MODELS |
| Language: | eng |
| Abstract: | This study is a replication of the elaboration likelihood model (ELM) of persuasion, and differs from prior examinations of the ELM in that the peripheral cue has deep meaning. The Christian cross, a powerful sacred symbol in our culture, is used as a peripheral cue, rather than a more mundane peripheral cue (such as source attractiveness) that typically has been used by consumer researchers in the past. |
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