haku: @author Hyatt, E. / yhteensä: 2
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| Tekijä: | Dotson, M. Hyatt, E. |
| Otsikko: | Religious symbols as peripheral cues in advertising: a replication of the elaboration likelihood model |
| Lehti: | Journal of Business Research
2000 : APR, VOL. 48:1, p. 63-68 |
| Asiasana: | BUSINESS ECONOMICS ADVERTISING MODELS |
| Kieli: | eng |
| Tiivistelmä: | 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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