search query: @author Te'eni-Harari, T. / total: 2
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| Author: | Te'eni-Harari, T. Lampert, S.I. Lehman-Wilzig, S. |
| Title: | Information processing of advertising among young people: The elaboration likelihood model as applied to youth |
| Journal: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 326-340 |
| Index terms: | advertising effectiveness consumers young people models |
| Language: | eng |
| Abstract: | This paper aims at testing whether Petty and Cacioppo's Elaboration Likelihood Model is relevant to young people. A previous central study on adults was replicated through 330 in-depth interviews among three age groups (for 4-7, for 8-11, and for 12-15). It is found that young people do not use either the central or peripheral route for changing attitudes as in the original adult studies. Indeed, in all three age groups, the young people's attitudes were similar in both high and low involvement. Explanations for these surprising findings are offered. |
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