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| Author: | Areni, C.S. |
| Title: | The effects of structural and grammatical variables on persuasion: An elaboration likelihood model perspective |
| Journal: | Psychology & Marketing
2003 : APR, VOL. 20:4, p. 349-375 |
| Index terms: | Languages Communication Models |
| Language: | eng |
| Abstract: | In research examining the elaboration likelihood model (ELM), argument quality has generally been treated as an expedient methodological tool rather than a conceptually meaningful construct. Differences btw. strong and weak arguments have typically been cast in terms of pretest results and/or the ad hoc interpretations of researchers. Given the importance of creating effective verbal arguments in marketing communications, a stronger theoretical rationale is needed to establish why, exactly, some verbal arguments are more persuasive than others. Drawing on the literature, this research examines various structural and grammatical elements of verbal arguments to develop conceptually meaningful definitions of argument quality etc. within the ELM. Several research propositions are derived, as well. |
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