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

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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. ...Show more


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…
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