EXPLORING ATTITUDINAL SHIFT THROUGH CELEBRITY ENDORSEMENT USING ELABORATION LIKELIHOOD MODEL
Journal Title: GJRA-Global Journal For Research Analysis - Year 2018, Vol 7, Issue 7
Abstract
Everyday consumers encounter numerous advertisements with different convincing appeals. Persuasion and attitude are central focus to consumer psychology. Celebrity endorsements help companies to position in unique ways and receive attention in market clutter which may engender positive impact on attitude targeting sales figure. Presentation of information to consumer leads to some form of elaboration which results in some evaluation leading to remembrance or acceptance or rejection of a message. Many people may experience high or low elaboration when they encounter persuasive message. Elaboration Likelihood Model attempts to explain how attitudes are formed, shaped and reinforced by persuasive communication. Today’s marketing environment is inundated with products and services with lot choices and variations resulting in consumer bargaining power. Buying is a routine affair for most of the consumers and tough competition have made consumers the king of the market. In routine buying or low-involvement product, not much effort, time or thought process takes into place but for complex or high involvement product, much thought process ensues. Celebrity endorsement which is traditionally considered to be a peripheral cue of persuasion can also play a significant role in central route of persuasion leading to attitudinal shift for sales generation. This paper explores attitudinal shift through celebrity endorsement with help of Elaboration Likelihood Model of persuasion.
Authors and Affiliations
Dr Ritika Jain
Keywords
Related Articles
- EP ID EP457851
- DOI -
- Views 99
- Downloads 0
A Study on Consumers Buying Behavior on Branded and Non-Branded Gold Jewellery in Hyderabad
Gold is considered as a glamorous metal and as a symbol of status among people. Jewellery retailing is moving from a ‘storehouse of value’ to a precious fashion accessory’. Consumers are more quality conscious than ever...
EFFECT OF RESISTED EXERCISES AND AQUATIC EXERCISES IN POST TRAUMATIC WRIST STIFFNESS.
Background: The purpose of this study was to assess the effectiveness of resisted exercises and aquatic exercises in post traumatic wrist stiffness. Method: 30 subjects of post traumatic wrist stiffness were included in...
A STUDY ON DIVIDEND DECISION WITH REFERENCE TO INDIA BULLS
The aim of this paper is to analyze about dividend decisions of organizations. It is understood that organizations have unique way of announcing the dividends. CAGR method was used to anticipate the future dividend of In...
ELECTIVE CESAREAN SECTION IN SCIMITAR SYNDROME: ANAESTHESIA MANAGEMENT
Scimitar syndrome is a rare association of congenital cardiopulmonary anomalies consisting of a partial anomalous pulmonary venous connection of the right lung (part or the entire right lung) to the inferior vena cava, r...
ISOLATED GASTRIC MUCORMYCOSIS: AN INTERESTING CASE
Mucormycosis (previously referred to as zygomycosis) is a rare but fatal infection caused by fungal species of the order Mucorales, family Mucoraceae. It is usually seen in immunocompromised individuals, such as those su...