Little empirical evidence exists concerning the effect of
price savings on the motivation to process a message. How
ever, some literature suggests that price savings might
increase the motivation to process the message. The Ela
boration Likelihood Model suggests that identifying the
impact of variables on the motivation to process is necessary,
but not sufficient for predicting the, effects of arguments
presented in a message. Managers and researchers must
identify both motivation and ability to process the message
to predict the effects of a message on attitudes. This paper
reports the results of an experiment which generally were
consistent with the predictions of the Elaboration Likelihood
Model.
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