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The Combined Influence of Central and Peripheral Routes in the Online Persuasion Process

机译：中心和外围路线在在线说服过程中的综合影响

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摘要

The elaboration likelihood model (ELM) is one of the most widely used psychological theories in academic literature to account for how advertising information is processed. The current work seeks to overturn one of the basic principles of the ELM and takes account of new variables in the model that help to explain the online persuasion process more clearly. Specifically, we posit that in a context of high-involvement exposure to advertising (e.g., Web pages), central and peripheral processing routes may act together. In a repeated-measures experimental design, 112 participants were exposed to two Web sites of a fictitious travel agency, differing only in their design—serious versus amusing. Findings evidence that a peripheral cue, such as how the Web pages are presented, does prove relevant when attempting to reflect the level of effectiveness. Moreover, if we take account of individuals' motivation when accessing the Internet, whether cognitive or affective, the motivation will impact their response to the Web site design. The work contributes to ELM literature and may help firms to pinpoint those areas and features of Internet advertising that prove most efficient.
机译：拟订可能性模型（ELM）是学术文献中使用最广泛的心理学理论之一，用于解释广告信息的处理方式。当前的工作试图推翻ELM的基本原理之一，并考虑模型中的新变量，这些变量有助于更清晰地解释在线说服过程。具体而言，我们假设在广告大量涉及的情况下（例如，网页），中央和外围处理路径可能一起起作用。在重复测量的实验设计中，有112名参与者访问了一个虚拟旅行社的两个网站，这些网站的设计仅不同-严重与有趣。结果表明，在尝试反映有效性水平时，外围提示（例如，网页的显示方式）确实很重要。此外，如果我们考虑个人在访问Internet时的动机，无论是认知还是情感，动机都会影响他们对网站设计的反应。这项工作为ELM文献做出了贡献，并可能有助于公司确定最有效的互联网广告领域和功能。

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    Rebeca SanJose-Cabezudo; Ana M. Gutierrez-Arranz; Jesus Gutierrez-Cillan;

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    Facultad de Ciencias Econdmicas y Empresariales Universidad de Valladolid Departamento de Organization de Empresas y Comer cialization e Investigation de Mercados Avda. Valle Esgueva, 6 47011-Valladolid Espana (Spain);

    Department of Business & Marketing, University of Valladolid, Faculty of Economics & Business, Valladolid, Spain.;

    Department of Business & Marketing, University of Valladolid, Faculty of Economics & Business, Valladolid, Spain.;

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