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https://hdl.handle.net/20.500.14279/27511| Title: | The Product Involvement Effect on Thought Elicitation and Attitude Strength in The Online Environment | Authors: | Palla, Polyxeni Jenny Kyriacou, Evdoxia Zarkada, Anna K. |
Major Field of Science: | Social Sciences | Field Category: | Economics and Business | Keywords: | Online advertising;Thought elicitation;Attitude strength;ELM;Persuasive communication | Issue Date: | 19-Apr-2022 | Source: | 26th Corporate and Marketing Communications Conference, 2022, 18-20 April, Nicosia, Cyprus | Conference: | Corporate and Marketing Communications Conference | Abstract: | The online attitude formation process has become a critical issue not only for academics but also for practitioners. An emerging question is whether the level of product involvement acts as a moderating variable in online attitude formation and attitude strength. The current work seeks to examine whether the level of product involvement presented in a website acts as a moderator on thought elicitation and attitude strength. The Elaboration Likelihood Model (ELM) is utilized to support the experimental design. The results of this survey have provided some initial insights into attitude formation and attitude strength towards the brand. | URI: | https://hdl.handle.net/20.500.14279/27511 | ISBN: | 978-9963-711-95-6 | Rights: | Attribution-NonCommercial-NoDerivatives 4.0 International | Type: | Conference Papers | Affiliation : | Athens University of Economics and Business Cyprus University of Technology |
Publication Type: | Peer Reviewed |
| Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Kyriacou.pdf | Fulltext | 426.62 kB | Adobe PDF | View/Open |
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