Being more effective on the world wide web: A communication Model

Abstract

The way in which attitudes can be changed is of utmost importance to marketers. However, while several studies exist on the impact of different cues on persuasion in the print media, the impact of emotion charged argument has been neglected. Studies of purchase behaviour, specifically on attitude change on the World Wide Web are also scarce.

A review of the existing models of attitude change based on the print media, namely the Elaboration Likelihood Model and the Integrative Framework, reveals their limitations. While the dual-process Elaboration Likelihood Model postulates only two routes of attitude change, the central and peripheral, the Integrative Framework postulates the existence of a third experiential route. However, issues that pertain to this route, such as why such experiential-based persuasion should be distinguished from persuasion that occurs by the heuristic processing strategy, merit further study. Pradip Sadarangani and Sanjaya Gaur propose a model designed to deepen the theory proposed by the Integrative Framework. The second objective of the model is to postulate on the emotional and involvement related processes that occur in the three routes to persuasion.

The propositions of the model suggest that the emotional intensity of a message interacts with product involvement to lead to changes in product attitude. The emotional intensity is measured using a scale that is based on the judgement of experts. The model can be tested using a repeated measures design subjects. The other independent variable, Personal Product Inventory is measured from the respondents. The dependent variable, product attitude change, can also be measured. ANOVA can be used to analyse the data.

At a managerial level, the implication of the model is that, in contemporary website design, the role of emotions should also be incorporated besides other more rational measures like click-through rates.