How do figures of speech, cue relatedness, and message involvement affect consumer attitude persistence?

Jing Jiang1, Xiaobo Tao2
1School of Business, Renmin University of China, People’s Republic of China
2School of Economics and Management, North China University of Technology, People’s Republic of China
Cite this article:  Jiang, J., & Tao, X. (2012). How do figures of speech, cue relatedness, and message involvement affect consumer attitude persistence? Social Behavior and Personality: An international journal, 40(2), 201-202.

Volume 40 Issue 2 | e2476 | Published: February 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.2.201

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Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing (Jones, 2008). However, with the recognition that advertising information is often processed in low-involvement conditions, researchers have been concerned with how consumers’ brand attitudes are formed initially and how these attitudes endure over time when consumers are not motivated to process an advertising message (Wang & Muehling, 2010). It has been suggested that nonverbal peripheral cues (e.g., pictures) affect information recall and attitude formation under the low-involvement condition (Ang & Lim, 2006).

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