Cognitive processing of persuasive messages: the concept of peripheral routes of persuasion through visual cues of celebrity endorsements in advertisements

The purpose of this paper is to examine the cognitive processing of persuasive messages through the concept of peripheral routes of persuasion from Elaboration Likelihood Model (ELM) using celebrity endorsements as visual cues in advertisements. The focus of the analysis is on advertisements contain...

Full description

Saved in:
Bibliographic Details
Main Author: Adzharuddin, Nor Azura
Format: Conference or Workshop Item
Language:English
Published: 2014
Online Access:http://psasir.upm.edu.my/id/eprint/32151/1/Cognitive%20processing%20of%20persuasive%20messages%20the%20concept%20of%20peripheral%20routes%20of%20persuasion%20through%20visual%20cues%20of%20celebrity%20endorsements%20in%20advertisements.pdf
http://psasir.upm.edu.my/id/eprint/32151/
Tags: Add Tag
No Tags, Be the first to tag this record!