Kentucky
Journal
of Communication
VOLUME 22
Spring 2003
Number 1
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Kentucky Journal of Communication
VOLUME 22 SPRING 2003 NUMBER 1
ARTICLES
A Model of Consumer Response to Ad Claims: Schema Incongruity, Message Objectivity, and Consumer Knowledge
Byung-Kwan Lee and Wei-Na Lee
This paper proposes a model of consumer response to ad claims based on the schema theory from psychology and the theory of information from economics. The model suggests that moderately incongruent ad claims with an existing product schema will yield more positive product evaluation and higher purchase intention than extremely congruent or extremely incongruent ad claims. The model considers consumer knowledge as a moderating factor in the process such that moderate incongruity effect and objectivity effect are observed for novices but not for experts. Implications and suggestions for future research are provided.
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A Comparison of Information and Thematic Content of Business-to-Business and Business-to-Consumer Advertising in India
Tanuja Singh and Denise Schoenbachler
As an emerging nation's economy expands, both business-to-consumer and business-to-business advertising become part of the culture. This study uses content analysis to contrast business-to-business and business-to-consumer advertising in India, a representative emerging nation. The findings reveal differences in the extent of information provided, the types of information provided, and the types of themes used in business-to-business and business-to-consumer advertising.
The Elaboration Likelihood Model of Persuasion After Two Decades: A Review of Criticisms and Contributions
Sejung Marina Choi and Charles T. Salmon CLICK HERE TO SEE SAMPLE ARTICLE
Over the past twenty years, the Elaboration Likelihood Model of Persuasion (ELM) has emerged as one of the most influential theories of persuasion in the fields of communication, psychology, and by extension, advertising. In spite of its prominent contributions, the ELM has been criticized in detail for both theoretical and empirical limitations. The purpose of this paper is to evaluate the current status of the model through revisiting the criticisms as well as replies to those criticisms by proponents of the ELM and discuss its relevance to advertising.
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