Cognitive processing of persuasive messages: the concept of peripheral routes of persuasion through visual cues of celebrity endorsements in advertisements
The purpose of this paper is to examine the cognitive processing of persuasive messages through the concept of peripheral routes of persuasion from Elaboration Likelihood Model (ELM) using celebrity endorsements as visual cues in advertisements. The focus of the analysis is on advertisements contain...
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| Main Author: | |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/32151/1/Cognitive%20processing%20of%20persuasive%20messages%20the%20concept%20of%20peripheral%20routes%20of%20persuasion%20through%20visual%20cues%20of%20celebrity%20endorsements%20in%20advertisements.pdf http://psasir.upm.edu.my/id/eprint/32151/ |
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| Institution: | Universiti Putra Malaysia |
| Language: | English |