Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth

Tali Te’eni-Harari · Shlomo I. Lampert · Sam N. Lehman-Wilzig

60 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Behavioral Health and Interventions

Abstract

ABSTRACT The purpose of this study was to test whether Petty and Cacioppo9s Elaboration Likelihood Model is relevant to young people. An earlier central study on adults was replicated, through 330 in-depth interviews among three age groups (4–7, 8–11, 12–15). The findings: 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 people9s attitudes were similar in both high and low involvement. We offer explanations for these surprising findings.

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References

1986The Elaboration Likelihood Model of Persuasion 1982The need for cognition.1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

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