Symbolic Meaning and the Elaboration Likelihood Model: Preliminary Insights
ABSTRACT - Previous research suggests celebrity endorsers exert their influence primarily under conditions of low issue-relevant thinking, this study explores persuasive effects among high issue-relevant thinking consumers engaged in extensive ad processing. The results reveal that a celebrity endorsement can be processed through more message-based processing under high issue-relevant thinking. In particular, symbolic meanings possessed by celebrity endorsers are elaborated upon in order to form brand attitudes and purchase intentions under high issue-relevant thinking conditions. On the other hand, as previous research suggests, celebrity physical attractiveness was peripherally processed under low issue-relevant thinking conditions. Hence, the directions of celebrity endorser influence relate to two dimensions of the endorsementBsymbolic meaning and physical attractivenessBdepending upon the level of consumer issue-relevant thinking.
Citation:
Brett A. S. Martin, Michael J. Sherrard, and Yasutoshi Imura (2001) ,"Symbolic Meaning and the Elaboration Likelihood Model: Preliminary Insights", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 157.
Previous research suggests celebrity endorsers exert their influence primarily under conditions of low issue-relevant thinking, this study explores persuasive effects among high issue-relevant thinking consumers engaged in extensive ad processing. The results reveal that a celebrity endorsement can be processed through more message-based processing under high issue-relevant thinking. In particular, symbolic meanings possessed by celebrity endorsers are elaborated upon in order to form brand attitudes and purchase intentions under high issue-relevant thinking conditions. On the other hand, as previous research suggests, celebrity physical attractiveness was peripherally processed under low issue-relevant thinking conditions. Hence, the directions of celebrity endorser influence relate to two dimensions of the endorsementBsymbolic meaning and physical attractivenessBdepending upon the level of consumer issue-relevant thinking. ----------------------------------------
Authors
Brett A. S. Martin, University of Auckland, New Zealand
Michael J. Sherrard, University of Auckland, New Zealand
Yasutoshi Imura, Mitsubishi Motors, New Zealand
Volume
E - European Advances in Consumer Research Volume 5 | 2001
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