Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

Does Traditional Advertising Theory Apply to the Digital World? A Replication Analysis Questions the Relevance of the Elaboration Likelihood Model

Gayle Kerr

Queensland University of Technology

Don E. Schultz

Northwestern University

Philip J. Kitchen

ESC Rennes School of Business

Frank J. Mulhern

Northwestern University

Park Beede

Higher Colleges of Technology

MANAGEMENT SLANT

  • To be truly a science–and of value to practitioners–seminal advertising theory, such as the elaboration likelihood model (ELM), must be replicable across different cultures and periods.
  • In addition to replication, advertising theory also should be validated through the documentation and scrutiny of its practice by marketers.
  • Practitioners should...

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