An examination of qualitative vs. quantitative elaboration likelihood effects

Researchers have investigated a number of different psychological constructs that occur as a result of advertising exposure and that contribute toward the formation of attitudes toward the ad (Aad) and brand (Ab). The dual mediation model (DMM), which defines hypothesized interrelationships among these constructs, has been well supported in previous research, but fails to empirically distinguish between the quantitative versus qualitative effects that can occur as a result of increased elaboration. To address this issue, the author incorporates cognitive resource matching theory into the DMM framework, arguing that construct means, the relative proportions of those means, and the links among model constructs are moderated by level of processing motivation. The results of empirical testing of a modified version of the DMM under alternate resource conditions are consistent with this theoretical explanation.