Advertising

Eugene Y. Chan ()
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Eugene Y. Chan: Toronto Metropolitan University

Chapter Chapter 2 in Consumer Behavior in Practice, 2024, pp 25-44 from Springer

Abstract: Abstract Apply the Elaboration Likelihood Model (ELM) to assess and design persuasive advertising campaigns that consider central and peripheral routes to persuasionpersuasion.

Keywords: Advertising; Persuasion; Influence; Attitude change; Behavioral change (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-50947-6_2

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DOI: 10.1007/978-3-031-50947-6_2

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