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AuthorEl Hedhli, Kamel
AuthorZourrig, Haithem
Available date2023-04-30T09:41:04Z
Publication Date2022-01-01
Publication NameJournal of Marketing Communications
Identifierhttp://dx.doi.org/10.1080/13527266.2022.2034033
CitationHedhli, K., Zourrig, H. Dual routes or a one-way to persuasion? The Elaboration Likelihood Model versus the unimodel. Journal of Marketing Communications.
ISSN13527266
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85128326832&origin=inward
URIhttp://hdl.handle.net/10576/42158
AbstractThe Elaboration Likelihood Model (ELM), as a dual-process approach to theorizing attitude formation and persuasion phenomena, has garnered popularity and praise since its inception by Petty and Cacioppo in 1979. Nevertheless, several accounts pointing to some deficiencies of the ELM have ultimately emerged. Particularly, the ELM limitations paved the way for the introduction of an alternative model of persuasion, namely the unimodel. In this paper, by confronting these two competing persuasion models, we endeavor to bring about an answer to the ubiquitous question of whether the attitude change phenomenon is better explained by a single- or dual-process. The main outcomes of this confrontation are: (1) the unimodel cannot rectify the alleged conceptual limitations of the ELM, (2) the unimodel does not explain aspects of persuasion that cannot be allowed by the ELM, (3) the qualitative distinction between persuasion processes is very instrumental in understanding when and how attitude change occurs, (4) a single-process view cannot actually advance our understanding the persuasion phenomenon, and (5) the so-called conceptual limitations of the ELM are invalid. Accordingly, the article concludes in favor of the ELM as a major contribution to explaining attitude change and persuasion phenomena.
Languageen
Subjectadvertising
attitude change
central route
ELM
marketing communication
peripheral route
persuasion
Unimodel
TitleDual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel
TypeArticle
dc.accessType Abstract Only


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