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.

European Advances in Consumer Research Volume 5, 2001      Page 157

SYMBOLIC MEANING AND THE ELABORATION LIKELIHOOD MODEL: PRELIMINARY INSIGHTS

Brett A. S. Martin, University of Auckland, New Zealand

Michael J. Sherrard, University of Auckland, New Zealand

Yasutoshi Imura, Mitsubishi Motors, New Zealand

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.

----------------------------------------