TY - JOUR
T1 - Increasing the effectiveness of communications to consumers
T2 - recommendations based on elaboration likelihood and attitude certainty perspectives
AU - Rucker, Derek D.
AU - Petty, Richard E.
PY - 2006/1/1
Y1 - 2006/1/1
N2 - This article makes suggestions about how to effectively communicate the risks associated with products and services to consumers. The authors realize this goal by drawing on several rich streams of literature on the psychology of persuasion. Specifically, they provide guidelines for developing effective communications based on the elaboration likelihood model of persuasion and integrating emerging research on attitude certainty. On the basis of these research areas, the authors further discuss how to diagnose why a particular communication may not have proved effective. Finally, they provide examples to help illustrate the actual steps policy makers and others might take in developing communications to warn or inform consumers.
AB - This article makes suggestions about how to effectively communicate the risks associated with products and services to consumers. The authors realize this goal by drawing on several rich streams of literature on the psychology of persuasion. Specifically, they provide guidelines for developing effective communications based on the elaboration likelihood model of persuasion and integrating emerging research on attitude certainty. On the basis of these research areas, the authors further discuss how to diagnose why a particular communication may not have proved effective. Finally, they provide examples to help illustrate the actual steps policy makers and others might take in developing communications to warn or inform consumers.
UR - http://www.scopus.com/inward/record.url?scp=33745321774&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33745321774&partnerID=8YFLogxK
U2 - 10.1509/jppm.25.1.39
DO - 10.1509/jppm.25.1.39
M3 - Review article
AN - SCOPUS:33745321774
VL - 25
SP - 39
EP - 52
JO - Journal of Public Policy and Marketing
JF - Journal of Public Policy and Marketing
SN - 0743-9156
IS - 1
ER -