StudentShare solutions
Triangle menu
  • Home
  • Subjects
  • Marketing
  • Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement - Article Example

Nobody downloaded yet

Extract of sample
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

These views appear to agree that there exist two relatively distinct routes to persuasion. In considering view of consumer in environment, it helps in gaining insight on advertisement. In the past three decades, concern has been on advertising effectiveness. Most of the studies have focused on consumer’s evaluation of issues, candidates, and how products are affected by media advertisements. Most of the information gotten from research has shown that attitudes have become the main attention of consumer behaviors research (Petty, Cacioppo and Schumann 135). On the other hand, different theories of persuasion exist seeking the attention of the discipline. The article concurs that most of the theories concentrate on one or two distinct routes to attitude change. The article exemplifies the direction to outlook adjustment. The first theory to exist is the central route. This analyses attitude change as emanating from a person diligent consideration of information he/she perceives central to the true merits of a particular attitudinal position. In this aspect, the theoretical approach concentrates on several factors. They include the cognitive justification of attitude discrepant behavior, the comprehension, learning, and retention of issue, the nature of person idiosyncratic cognitive response to external communication, and the manner in which a person combines and integrates issues (Petty, Cacioppo and Schumann135). The second is peripheral route to outlook change. The change is shown not to occur based on individual stand. However, such outlook is shown to be related to personal extreme view on signal. Such cue and inferences make an individual to make a decision the attitudinal position to take without critical thinking. This emphasis’s on whether a simple attitude inference can be made in reference to individual behavior, whether the advocacy occurs in ones latitude of acceptance or rejection, whether some transient situational analysis is associated with adopting a particular attitude, and whether an advocated position or product is classically conditioned to basic but issue relevant cues (Petty, Cacioppo and Schumann 136). However, the two theories fail to provide a detailed view of attitude change. Various researches on persuasion also indicate that neither of the approach alone can account for the diversity of attitude change results observed (Petty, Cacioppo and Schumann 136). Another focus is on involvement and stance modification. The author shows that a difference occurs in level of involvement. They argue that high involvement messages have greater personal relevance and consequences in comparison to low involvement messages (Petty, Cacioppo and Schumann 136). As a result, various strategies have been put forward in studying involvement. This has been the focus to social and consumer researchers. Some have investigated existing groups that differed in the extent to which an issue a product was personally important. Others have defined involvement in relation to the specific issue or product under consideration. There are also those that focus on involvement by varying the medium of message presentation. However, the authors gives a preferred procedure for studying involvement as the one that hold recipient, message, and medium characteristics constant and randomly allocating members to high and low involvement groups (Petty, ...Show more

Summary

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement This article is central and peripheral routes to advertising effectiveness. The authors are Richard Petty, John Cacioppo, and David Schumann…
Author : leokuvalis
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the article on your topic
"Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

TV (and Video) Advertising Is on the Upswing
Neither NBC’s “Must Watch TV” nor the Super Bowl have the same influence as they did in the past. They are no longer the most influential advertising TV spots among television programming viewers. The TV business is in the precipice of change. Three ways in which the TV business is changing are: Consumers are multi-screen multi-tasking New sources of insight into popularity are popping up The dynamics of measurement are changing Data shows that 63% of generation X viewers uses a second screen device more than half the time they watch TV, and that number zooms to 74% for generation Y consumers (Cooperstein).
3 pages (750 words) Article
The Role of Nursing
The state nursing board is one of the largest regulating boards with more than 3 million registered professional nurses. The purpose of these authoritative boards is to protect the public irregularities and unsafe practices in the profession (Staunton & Mary, 2007).
5 pages (1250 words) Article
NHL Advertising Campaign
This was the case in a 2005 hockey campaign “Inside the Warrior”. In a corporate perspective, one will notice the close merits of psychosocial driven marketing campaign. The goal here is explaining the product in a much elaborated way. This will not only reflect the product to the people, but it will enable inherent commitment of the audience to understand the innate characteristic of the product.
3 pages (750 words) Article
Consumers' Attitude towards a role of Celebrity, Endorsements in Advertising
However, whether advertising is truly an art form does not matter now as it cannot be denied that it is a booming industry and a force to be reckoned with when it comes to consumerism—as can be seen in its considerable contribution to the economic growth of
10 pages (2500 words) Article
Customer Involvement In The Selection Service Specifications
He found that customers are most happy when they dominate service specifications and when they are fully informed of the options they have or make. Customers want greater level of control since it makes
2 pages (500 words) Article
Social media advertising on airline industries
The concept of 360 degree marketing is dying and a new concept of 6 degree marketing is being adopted by marketers all over the world. Social Networking Sites (SNS) are very popular among people all over the
9 pages (2250 words) Article
Aquarius Advertising Agency Case Analysis
The company is basically medium in size. The company goals are customer specific goals based on advertisement. Foremost, is to design advertisement campaign plans for their customers through
1 pages (250 words) Article
Customer Perception on advertising
This essay considers 4 articles and the way in which consumer perception/marketing approach was measured within them as a means of helping to paint an overall picture for the manner in which effective marketing and positive perception can be built in the mind of the consumer and also analyzes the effect of the ad on the loyalty of the customer.
4 pages (1000 words) Article
Evolving Public Health Nursing Role
(Kulbok, Thatcher, Park, & Meszaros, 2012) used several action research assumptions prior the research. This action research involved both the nurses and community actively participating in addressing substance abuse as a
4 pages (1000 words) Article
Consumer behavior
This is done through product promotion methods such as advertising. The various types of consumer involvement include; enduring involvement, felt involvement, situational involvement, cognitive and affective involvement. Enduring involvement is a
2 pages (500 words) Article
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Click to create a comment
Contact Us