How may misconceived product arguments affect low involvement consumers processing persuasive messages via central route

• Main Authors: Kang, Wei-Guan, 康濰瓘
• Other Authors: Hsiao, Chung-Chiang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/20549250926972425778

碩士 === 國立臺灣師範大學 === 管理研究所 === 104 === ELM (Elaboration Likelihood Model) is an important theory model that illustrate how individual form their attitude towards specific target. Our study is based on ELM, define the concept of involvement in detail by motivation, subjective knowledge and objective knowledge. Verify the assumption that under misconceived product arguments, novices in low involvement situation will take central route to process argument rather than take peripheral route to process cues to form target attitude and attitude certainty. Our study also discuss the effect of brand (product) name, verify that when this peripheral cue includes some misconceived feature like function, performance or ingredients, it will affect the target attitude and attitude certainty of experts in high involvement situation, means that the role of cue transfer to argument.