All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions
AbstractAttitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing. Advertising, however, is most often processed as a low-involvement communication. The authors predict that different low-involvement cues lead to different degrees of attitude persistence. Consistent with this prediction, they find that under low-involvement conditions, when both related and unrelated peripheral cues evoke similar initial attitudes, only when the cue is related to the product category do attitudes persist over time. The results of two studies attest to the robustness of the phenomenon and add to current models of attitude persistence by showing that peripherally processed advertising cues (e.g., brand names and celebrity endorsers) may lead to persistence if they are related to the product being endorsed. Copyright 1997 by the University of Chicago.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by University of Chicago Press in its journal Journal of Consumer Research.
Volume (Year): 23 (1997)
Issue (Month): 4 (March)
Contact details of provider:
Web page: http://www.journals.uchicago.edu/JCR/
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Malhotra, Naresh K., 2005. "Attitude and affect: new frontiers of research in the 21st century," Journal of Business Research, Elsevier, vol. 58(4), pages 477-482, April.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division).
If references are entirely missing, you can add them using this form.