Abstract:
It would be useful for marketers, academicians, policy formulators and those in the
advertising industry to better understand why a consumer makes a particular purchase.
When persuasive communications are received by a consumer, decision making process
may be made less demanding reducing the time and effort spent in selecting a product/
service (consumer involvement). Also the level of involvement a consumer places on a
particular purchase has a bearing on the actual selection (consumer choice) that will be
made. To better understand this concept the Consumer Involvement Theory (CIT) and
Elaborate Likelihood Model (ELM) were used to evaluate persuasion and its relationship
with consumer choice. A multi stage sampling technique was employed to get a sample of
384 respondents from 13 counties in Kenya, who completed close ended questionnaires.
Finally, hypothesis tests were done and the implications associated with the persuasion and
choice by newspaper readers, are discussed.
Description:
It would be useful for marketers, academicians, policy formulators and those in the
advertising industry to better understand why a consumer makes a particular purchase.
When persuasive communications are received by a consumer, decision making process
may be made less demanding reducing the time and effort spent in selecting a product/
service (consumer involvement). Also the level of involvement a consumer places on a
particular purchase has a bearing on the actual selection (consumer choice) that will be
made. To better understand this concept the Consumer Involvement Theory (CIT) and
Elaborate Likelihood Model (ELM) were used to evaluate persuasion and its relationship
with consumer choice. A multi stage sampling technique was employed to get a sample of
384 respondents from 13 counties in Kenya, who completed close ended questionnaires.
Finally, hypothesis tests were done and the implications associated with the persuasion and
choice by newspaper readers, are discussed.
