IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions

  • Sengupta, Jaideep
  • Goodstein, Ronald C
  • Boninger, David S
Registered author(s):

    Attitude 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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    Download Restriction: no

    Article provided by Oxford University Press in its journal Journal of Consumer Research.

    Volume (Year): 23 (1997)
    Issue (Month): 4 (March)
    Pages: 351-61

    in new window

    Handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:351-61
    Contact details of provider:

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:v:23:y:1997:i:4:p:351-61. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Oxford University Press)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.