An Experimental Investigation of Internet Advertising and the Elaboration Likelihood Model

Given the similarities and potential differences between the Internet and other mass media, this research investigates the applicability of the Elaboration Likelihood Model (ELM) in this new domain. The moderating effect of involvement on both arguments and peripheral cues is tested, as is the influence of peripheral cues under higher involvement. Although the results of one experiment cannot be interpreted as conclusive, major tenets of the ELM were not supported. This study gives reason to believe that Internet advertising may be processed differently than “traditional” advertising. Specifically, involvement (both manipulated, and self-reported) has little moderating effect for arguments or peripheral cues on attitudes and intentions. Additionally, peripheral cues have little influence, regardless of involvement. On the basis of the results theoretical and practical implications are provided, as well as important directions for future research.