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Lost and found : The information-processing model of advertising effectiveness
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Resumo(s)
The objective of this study is to formulate a general framework for advertising
research. The article provides a brief review of the hierarchy-of-effects
para&gm, Petty and Cacioppo's (1983) elaboration-likelihood model
(ELM), and McGuire's (1978) information-processing model (IPM). It is
argued that the usefulness of the ELM for advertising research derives from
its heuristic rather than integrative merits. It is further argued that the
IMP, if appropriately revised on a number of critical aspects, incorporates
rival proposals in the hierarchy-of-effects paradwn as well as the ELM
and provides a sufficiently general framework for research on advertising
effectiveness.
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Contexto Educativo
Citação
Journal of Business Research, 37, 97-104