Danielle and Kelli Jo both saw the same ad. The product being advertised was very important to Danielle, but of only minor interest to Kelli Jo. According to the elaboration likelihood model, even if both women buy the product, how will the relationship between attitude change and behaviour be different?
A) Danielle will think about it first and then purchase. Kelli Jo will purchase first and then change her attitude about the product later.
B) Danielle will purchase first and then change her attitude. Kelli Jo will think about it first and then purchase the product.
C) Both women will change their attitudes first, but Kelli Jo will not purchase until she sees Danielle purchasing. She will then model Danielle's behaviour.
D) Both women will change their attitudes first, but Kelli Jo will not change her beliefs about the product and Danielle will.

Question

Quizplus · Accepted Answer

The elaboration likelihood model suggests that individuals who find a message to be highly relevant are more likely to be persuaded through the central route, which involves careful and thoughtful consideration of the arguments presented in the message. Thus, Danielle, who finds the product very important, is likely to think about it and evaluate the information before making a purchase. On the other hand, Kelli Jo, who has only a minor interest in the product, is more likely to be influenced by peripheral cues (such as attractiveness of the ad or an endorsement by someone she admires) and may make a purchase first and then change her attitude about the product later, as she rationalizes her decision.

Danielle and Kelli Jo Both Saw the Same Ad