Modified ELM
3. Voluntary Exposure (clicking banner ads)
Motivation to Process (level of personal and product involvement) works as the most important determining factor of clicking banner ads
1) in high involvement situations, people have high motivation to process advertising messages:
- high personal relevance and high product involvement ---> high need for cognition ---> high demand of information ---> high probability to click banner ads
- This can be called central route to voluntary exposure
- H1: People in high involvement situations are more likely to click banner ads in order to request more information than those in low involvement situations.