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Re-Examining the Marketing Basics: The Mirage of the Routes to Persuasion?

International Journal of Economic Practices and Theories

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Title Re-Examining the Marketing Basics: The Mirage of the Routes to Persuasion?
 
Creator Popa, Monica
 
Subject Marketing
attitudes, elaboration-likelihood-model, marketing, persuasion
M31
 
Description One of the key predictions advanced in mainstream models of persuasion (e.g., the Elaboration Likelihood Model) is that attitude changes induced in highly involved individuals via the central route (systematic processing) are relatively persistent and predictive of behavior, whereas attitudes induced under low involvement conditions through the peripheral route (heuristic processing) are relatively temporary and unpredictive of behavior. Despite its central role in marketing theory, the proposition has not been tested in product advertising. Supporters argue that this prediction should hold irrespective of how involvement is conceptualized and across domains of persuasion (e.g., Petty and Cacioppo 1983, 1990). A critical investigation is conducted herein, motivated by the observed gap between scholarly mantra and marketing practice. Also, this paper argues that the exact opposite of the mainstream theory should be obtained in marketing contexts when involvement is based on consumers' intrinsic personal relevance, suggesting that the instinct of marketing executives may not be misguided after all.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/Re-Examining_the_Marketing_Basics_The_Mirage_of_the_Routes_to_Persuasion
 
Source International Journal of Economic Practices and Theories; Vol 4, No 5 (2014): Special issue on Marketing and Business Development; 701-710
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/Re-Examining_the_Marketing_Basics_The_Mirage_of_the_Routes_to_Persuasion/pdf_40