The role of argument quality in the elaboration likelihood model
RIS ID
108414
Link to publisher version (URL)
Abstract
This study examines the conceptualization and manipulation of the argument quality construct in previous tests of the Elaboration Likelihood Model conducted by Petty and Cacioppo and their associates. A conceptual definition of argument quality is developed, borrowing from McGuire's (1960) and Fishbein and Ajzen's (1975) accounts of the attitude change process. The results of an experiment suggest that argument quality, as conceptualized and operationalized in previous ELM studies, confounds two distinct components, argument strength and argument valence. The implications of this distinction for understanding the effects of persuasive communications in the consumer behavior domain are discussed.
Publication Details
Areni, C. S. & Lutz, R. J. (1988). The role of argument quality in the elaboration likelihood model. Advances in Consumer Research, 15 (1), 197-203.