The combined influence of central and peripheral routes in the online persuasion process.

The elaboration likelihood model (ELM) is one of the most widely used psychological theories in academic literature to account for how advertising information is processed. The current work seeks to overturn one of the basic principles of the ELM and takes account of new variables in the model that help to explain the online persuasion process more clearly. Specifically, we posit that in a context of high-involvement exposure to advertising (e.g., Web pages), central and peripheral processing routes may act together. In a repeated-measures experimental design, 112 participants were exposed to two Web sites of a fictitious travel agency, differing only in their design--serious versus amusing. Findings evidence that a peripheral cue, such as how the Web pages are presented, does prove relevant when attempting to reflect the level of effectiveness. Moreover, if we take account of individuals' motivation when accessing the Internet, whether cognitive or affective, the motivation will impact their response to the Web site design. The work contributes to ELM literature and may help firms to pinpoint those areas and features of Internet advertising that prove most efficient.