Keywords

Internet, Advertising, ELM

Abstract

Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, as hypothesized for the low involvement condition, source liking predicted participants' attitude toward the banner advertisements. In the high involvement condition, neither source liking nor argument strength was associated with attitude. Because the test product category--sport drinks--skewed low involvement, a follow-up study should select a high involvement product category to explore such condition more effectively.

Notes

If this is your thesis or dissertation, and want to learn how to access it or for more information about readership statistics, contact us at STARS@ucf.edu

Graduation Date

2005

Semester

Spring

Advisor

Collins, Steven

Degree

Master of Arts (M.A.)

College

College of Arts and Sciences

Department

Communication

Degree Program

Communication

Format

application/pdf

Identifier

CFE0000406

URL

http://purl.fcla.edu/fcla/etd/CFE0000406

Language

English

Release Date

May 2005

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Download

Included in

Communication Commons

Share

COinS