J. Kitchen, Philip; Kerr, Gayle; E. Schultz, Don; … - In: European Journal of Marketing 48 (2014) 11/12, pp. 2033-2050
Purpose – The purpose of this paper is to review, critique and develop a research agenda for the Elaboration Likelihood Model (ELM). The model was introduced by Petty and Cacioppo over three decades ago and has been modified, revised and extended. Given modern communication contexts, it is...