Religious Symbols as Peripheral Cues in Advertising: A Replication of the Elaboration Likelihood Model

Abstract

This study is a replication of the elaboration likelihood model (ELM) of persuasion, and differs from prior examinations of the ELM in that the peripheral cue has deep meaning. The Christian cross, a powerful sacred symbol in our culture, is used as a peripheral cue, rather than a more mundane peripheral cue (such as source attractiveness) that typically has been used by consumer researchers in the past. This represents a conceptual (Type III) replication. Respondents' levels of religious dogmatism and product category involvement were measured and used as blocking factors. Argument strength and presence or absence of the Christian cross were manipulated to form four experimental cells. Hypotheses follow traditional ELM predictions regarding attitude toward the ad, attitude toward the product, and purchase intention. Results suggest that the nature of the peripheral cue used in an advertisement does make a difference in how the cue operates. Contrary to expectations, low-involvement subjects who were high in religious dogmatism were found to have a less favorable attitude toward the brand and a lower purchase intention when exposed to ads containing the cross (F = 2.81, p < 0.05; F = 6.18, p < 0.001). Highly dogmatic subjects who manifest interest in the product, however, have their positive feelings toward the product marginally enhanced by the presence of the cross (F = 3.52, p = 0.065). Specifically, there seems to be a boundary condition existing for the ELM with regard to the type of peripheral cue used.