Central and peripheral routes to advertising effectiveness: The moderating role of involvement
Petty, Cacioppo and Schumann had undergraduates report attitudes to a product after a magazine advertisement under high or low involvement, with strong or weak arguments and prominent sports celebrity or average citizen endorsers. Argument quality shaped attitudes more under high involvement and the endorser mattered more under low involvement, read as support for two routes to persuasion. Journal of Consumer Research 10(2), 1983.
Petty, Cacioppo and Schumann had undergraduates report attitudes to a product after a magazine advertisement under high or low involvement, with strong or weak arguments and prominent sports celebrity or average citizen endorsers. Argument quality shaped attitudes more under high involvement and the endorser mattered more under low involvement, read as support for two routes to persuasion. Journal of Consumer Research 10(2), 1983.
Written from the abstract, OpenAlex, 2026-11-03; full text not read.
What our sources record
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Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10(2). doi:10.1086/208954 https://doi.org/10.1086/208954