Abstract
This investigation reviews recent theoretical developments on the effects of source and message cues in persuasion. The Elaboration Likelihood Model of Petty and Cacioppo (1981) is analyzed and limitations of the model are identified. Kahneman's (1973) Elastic Capacity Model is offered as a more comprehensive model. Consistent with the Kahneman model, predictions concerning the moderating effect of involvement on the effectiveness of central message and peripheral source cues are offered. A meta‐analytic review of studies of the effects of supporting information on attitudes provided support for these predictions. Specifically, there was a positive linear relationship between the level of message recipient involvement and the effect of central message cues on attitudes. In addition, there was a curvilinear relationship between involvement and the effect of source credibility on attitudes: As involvement increased, the effect of source credibility on attitudes increased up to a point, beyond which further ...
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