Religious symbols as peripheral cues in advertising: A replication of the elaboration likelihood model

This study is a replication of the elaboration likelihood model (ELM) of pe rsuasion, and differs from prior examinations of the ELM in that the periph eral cue has deep meaning. The Christian cross, a powerful sacred symbol in our culture, is used as a peripheral cue, rather than a moi-e mundane peri pheral cue Ouch as source attractiveness) that typically has bren used by c onsumer researchers in the past. This represents a conceptual (Type III) re plication. Respondents' levels of religious dogmatism and product category involvement were measured and used as blocking factors. Argument strength a nd presence or absence of the Christian cross were manipulated to for four experimental cells. Hypotheses follow traditional ELM predictions regarding attitude to,Yard the ad, attitude toward the product, and purchase intenti on. Results suggest that the nature of the peripheral cue used in an advert isement does make a difference in how the cue operates. Contrary to expecta tions, low-involvement subjects who were high in religious dogmatism were f ound to have a less favorable attitude toward the brand and a lower purchas e 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 thr product marginall y 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 t o the type of peripheral cue used. (C) 2000 Elsevier Science Inc. All right s resewed.