Application of Elaboration Likelihood Model on Batik Advertising
| Main Author: | Cokki, Cokki |
|---|---|
| Format: | Article PeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
The Fourth International Conference on Entrepreneurship and Business Management
, 2015
|
| Subjects: | |
| Online Access: |
http://repository.untar.ac.id/940/1/Cokki-ICEBM2015.pdf http://repository.untar.ac.id/940/ http://icebm.untar.ac.id/ |
Daftar Isi:
- This study will examine the influence of argument quality and peripheral signals on batik advertising to batik consumers' attitude moderated by their involvement with batik. 100 participants will be selected from 200 undergraduate students and divided into 2 groups based on their involvement with batik where they will be given the same batik ads treatment. Batik ads treatment usesprint media and is designed to contain the same number and strength of arguments and peripheral signals. The study design is 2 (involvement: High or low) x 2(Ads: Before ads and After ads) factorial design. We hypothesize that both argument quality and peripheral signals in batik advertising will affect batik consumer attitude, but their involvement will strengthen the influence of argument qualityon attitude and weaken the influence of peripheral signals on attitude.