Modified ELM

5. Central vs. Peripheral Attitude Change



1) high involvement: active cognitive processing

• people will have more enduring positive or negative attitude change.
• people will more likely to demonstrate behaviors reflecting their attitude change (e.g., purchase the advertised product if they have positive attitude change).
2) low involvement: peripheral processing
• people will experience temporary attitude shift if the peripheral cues in target ads are favorable
• this peripheral attitude shift is less likely to endure and to predict reflective behavior than attitude change through high elaboration

• The diagram of Modified ELM

Previous slide

Next slide

Back to first slide

View graphic version