RT Journal Article
SR Electronic
T1 Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 326
OP 340
DO 10.2501/S0021849907070341
VO 47
IS 3
A1 Tali Te'eni-Harari
A1 Shlomo I. Lampert
A1 Sam Lehman-Wilzig
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/3/326.abstract
AB The purpose of this study was to test whether Petty and Cacioppo's Elaboration Likelihood Model is relevant to young people. An earlier central study on adults was replicated, through 330 in-depth interviews among three age groups (4–7, 8–11, 12–15). The findings: young people do not use either the central or peripheral route for changing attitudes as in the original adult studies. Indeed, in all three age groups, the young people's attitudes were similar in both high and low involvement. We offer explanations for these surprising findings.