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...