Quality (philosophy)

World Wide Web

Argument (complex analysis)

Philosophy

Social psychology

Elaboration likelihood model

Computer science

Humanities

Business

Advertising

Psychology

Epistemology

Internal medicine

Attitude change

Medicine

Persuasion

Elaboration

Information & Management

To investigate the dynamics of online persuasion, this research uses the Elaboration Likelihood Model (ELM) to determine the effects of argument quality as a central route to influence attitude change versus design and social elements as peripheral routes to attitude change. Additional to this research is an examination of change in issue involvement as a mediator between central and peripheral routes leading to attitude change. Findings from a study involving 403 participants add to our understanding of ELM concerning the role of website design and how an individual’s level of issue involvement is a prerequisite to changing user attitudes.

Using the elaboration likelihood model to examine online persuasion through website design