Warc

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

This study applies an important model from psychology and advertising-the Elaboration Likelihood Model (ELM) (Cacioppo and Petty, 1989; Petty and Cacioppo, 1981)-to young people. This model remains a ...
Warc

Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time. All theory is based on a set of seminal concepts and empirical ...