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...