Religious Symbols as Peripheral Cues in Advertising: A Replication of the Elaboration Likelihood Model

This study is a replication of the elaboration likelihood model (ELM) of persuasion, and differs from prior examinations of the ELM in that the peripheral cue has deep meaning. The Christian cross, a powerful sacred symbol in this culture, is used as a peripheral cue, rather than a more mundane peripheral cue (such as source attractiveness) that typically has been used by consumer researchers in the past. Results suggest that the nature of the peripheral cue used in an advertisement does make a difference in how the cue operates. Highly dogmatic subjects who manifest interest in the product have their positive feelings toward the product marginally enhanced by the presence of the cross. Specifically, there seems to be a boundary condition existing for the ELM with regard to the type of peripheral cue used.