How do figures of speech, cue relatedness, and message involvement affect consumer attitude persistence?

• Jing Jiang

  Renmin University of China

• Xiaobo Tao

  North China University of Technology

Attitude persistence research in consumer behavior has been predominantly associated with high- rather than low-involvement processing (Jones, 2008). However, with the recognition that advertising information is often processed in low-involvement conditions, researchers have been concerned with how consumers’ brand attitudes are formed initially and how these attitudes endure over time when consumers are not motivated to process an advertising message (Wang & Muehling, 2010). It has been suggested that nonverbal peripheral cues (e.g., pictures) affect information recall and attitude formation under the low-involvement condition (Ang & Lim, 2006).

1. Jing Jiang, Renmin University of China
   School of Business
2. Xiaobo Tao, North China University of Technology
   School of Economics and Management

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