Testing the mediating role of cognitive responses in the elaboration likelihood model

Cognitive response theories such as the Elaboration Likelihood Model (ELM) have been criticized for lacking appropriate and rigorous empirical testing. As a result, the ELM in particular has little support for the proposed causal mechanism, cognitive responses, as a mediating variable between messages and attitude change. Using argument quality and source credibility manipulations, this investigation examines several causal models to assess the role of cognitive responses in the ELM. In general, the data supported the ELM's prediction that high quality arguments produce more favorable thoughts and subsequently more attitude change for high involvement receivers. Although a structural equation model supports the mediating role of cognitive responses in the ELM, the data are more consistent with a model derived from Information Processing Theory.