The role of argument quality in the elaboration likelihood model
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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.