The Nature of Central and Peripheral Advertising Information Processing

Discusses the use of modelling to understand advertising effects. Covers low involvement processing, emotional reactions, the ELAM (Elaboration Likelihood Model) of Petty & Caccioppo, peripheral information processing (as part of this model).
  

The Nature of Central and Peripheral Advertising Information Processing

Professor Flemming Hansen, andM.Sc Lotte Yssing Hansen

1. SUMMARY

Strategic, executional and budgeting decisions on advertising require a mixture of quantitative and qualitative...