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An examination of qualitative vs. quantitative elaboration likelihood effects
Author(s) -
Coulter Keith S.
Publication year - 2005
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20045
Subject(s) - elaboration , psychology , elaboration likelihood model , construct (python library) , mediation , moderated mediation , social psychology , matching (statistics) , resource (disambiguation) , cognition , cognitive psychology , dual (grammatical number) , persuasion , humanities , computer science , statistics , linguistics , sociology , social science , philosophy , computer network , mathematics , neuroscience , programming language
Researchers have investigated a number of different psychological constructs that occur as a result of advertising exposure and that contribute toward the formation of attitudes toward the ad (A ad ) and brand (A b ). The dual mediation model (DMM), which defines hypothesized interrelationships among these constructs, has been well supported in previous research, but fails to empirically distinguish between the quantitative versus qualitative effects that can occur as a result of increased elaboration. To address this issue, the author incorporates cognitive resource matching theory into the DMM framework, arguing that construct means, the relative proportions of those means, and the links among model constructs are moderated by level of processing motivation. The results of empirical testing of a modified version of the DMM under alternate resource conditions are consistent with this theoretical explanation. © 2005 Wiley Periodicals, Inc.