The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Elaboration Likelihood Model

The Elaboration Likelihood Model

The elaboration likelihood model

The elaboration likelihood model seeks to explain the process of attitude formation and change.

Attitudes are not always formed as the result of a conscious thought process: they can form through emotional means, in other words, a gut feeling can develop. Equally, attitude change comes about from both routes, the conscious (cognitive) route or the emotional (affective) route. Petty and Caccioppo (1983) defined the cognitive route as the direct route, and the affective route as the peripheral route to attitude change.

The same authors outlined the elaboration likelihood model (Petty et al., 1983). This proposes that, in any situation, the person's level of involvement and ability to process information will be the key factors in determining which route predominates. If ...

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