Involvement and Perceived Argument Quality in Central and Peripheral Persuasion and Effectiveness of Advertisement

DOI

10.2991/assehr.k.211209.121How to use a DOI?

Keywords

Central and peripheral persuasion; advertising; argument quality; involvement; effectiveness of advertisement

Abstract

The past decades have witnessed a booming economy and expanding market all over the world. Under such currents, advertisements have achieved unprecedented success in promoting products and helping companies earn profits. Elaborately designed advertisements appeal to people’s emotions and raise their desires to buy the product. Various advertisements in the market can be divided into three categories: central persuasion advertisement, peripheral persuasion advertisement, and the combination of these two types. This study focuses on comparing the effect of central persuasion with peripheral persuasion in advertising. It also tests the impacts of consumers’ perceived argument quality and involvement on evaluating the advertisement’s effectiveness. The main methods used in data analysis are reliability and validity test, correlation test, and regulatory test. Finally, the study finds that when people perceive the argument in the advertisement to be stronger, their desire to purchase the product will increase. We also find that central persuasion is more effective in persuading consumers when they are under high than low involvement. In contrast, peripheral persuasion changes consumers’ attitudes to the same extent under both levels of involvement. This study provides empirical evidence to the design of advertisements and give companies new insights into creating advertisements that appeal to more costumers under different circumstances.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yuchen Huang
PY  - 2021
DA  - 2021/12/15
TI  - Involvement and Perceived Argument Quality in Central and Peripheral Persuasion and Effectiveness of Advertisement
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 733
EP  - 740
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.121
DO  - 10.2991/assehr.k.211209.121
ID  - Huang2021
ER  -