This study uses the Elaboration Likelihood Model of persuasion to explore information-processing activities according to locus of control. A 3 × 2 × 2 factorial design was used with a sample of 317 to assess whether locus of control accounts for individual differences in cognitive processing of advertising stimuli related to credibility and message factors according to the Elaboration Likelihood Model. The results of the multivariate analysis of variance suggested that locus of control does not explain the processing of advertising information. Implications are discussed.
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