Elaborating on Elaboration: The Distinction between Relational and Item- Specific Elaboration
Citations Over TimeTop 21% of 1991 papers
Abstract
This article examines the distinction between and the effects of two different types of elaboration on various indicators of ad effectiveness. One type of elaboration known as item-specific processing, emphasizes the distinctive features of each ad claim. A second type, called relational processing, highlights similarities (e.g., common themes) that link various ad claims. This study shows that recall of ad claims is enhanced when manipulations foster both types of elaboration simultaneously. However, recognition and clustered recall are enhanced only when manipulations invite item-specific and relational processing, respectively. Finally, data on product judgments, consumption intentions, and the correspondence between these types of responses suggest that item-specific processing may have more impact on these measures. Copyright 1991 by the University of Chicago.
Related Papers
- → The influence of online product recommendations on consumers’ online choices(2004)1,593 cited
- → Delineating the contribution of long-term associations to immediate recall(2013)25 cited
- → Hedonic or utilitarian(2019)12 cited
- → Influences on Industrial Buyers’ Choice of Products: Effects of Product Application, Product Type, and Buying Environment(1994)23 cited
- ADVERTISING AND PRODUCT TRIAL - THE EFFECT OF MESSAGE’S REGULATORY FOCUS AND PRODUCT TYPE ON CONSUMER EVALUATIONS(2010)