Marketing

Cognitive psychology

Social psychology

Elaboration likelihood model

Information processing

Economics

Market economy

Computer science

Business

Hierarchy

Advertising

Psychology

Artificial intelligence

Heuristic

Persuasion

Journal of Business Research

The objective of this study is to formulate a general framework for advertising research. The article provides a brief review of the hierarchy-of-effects paradigm, Petty and Cacioppo's (1983) elaboration-likelihood model (ELM), and McGuire's (1978) information-processing model (IPM). It is argued that the usefulness of the ELM for advertising research derives from its heuristic rather than integrative merits. It is further argued that the IMP, if appropriately revised on a number of critical aspects, incorporates rival proposals in the hierarchy-of-effects paradigm as well as the ELM and provides a sufficiently general framework for research on advertising effectiveness.

Lost and found: The information-processing model of advertising effectiveness