The Elaboration Likelihood Model of persuasion and the dual-process theory of attention are contrasted. Although these two approaches to the mechanism of information processing are not the same, this paper proposes that these two theories are conceptually consistent and that the concurrent use of both approaches may provide better insights into factors involved in the processing of marketing communications than the use of either approach alone.
CITATION STYLE
Owen, R. S. (2015). Integrating Attitude and Attention Theories. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 52–55). Springer Nature. https://doi.org/10.1007/978-3-319-13254-9_10
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