THE COMBINED INFLUENCE HYPOTHESIS - CENTRAL AND PERIPHERAL ANTECEDENTS OF ATTITUDE TOWARD THE AD

Two competing hypotheses relative to the formation of attitude toward the ad (A,! provide the basis for an experiment. The peripheral-cue hy pothesis views A, as an outcome of consumer response to executional el ements of an ad while the combined-influence hypothesis anticipates a joint effect of central message arguments and peripheral cues in A, fo rmation. Results supported the combined-influence hypothesis across va rying levels of processing motivation and opportunity with differences in the relative magnitude of argument and cue effects consistent with The Elaboration Likelihood Model.