Examining the elaboration likelihood model in the purchase of sports products
Hui, Joyce Ka Yan
Date of Issue2017
National Institute of Education
The study is aimed to investigate the Elaboration Likelihood Model in the purchase of sports products- in specific, Tennis Shoes. The theory suggests that individuals of high involvement tend to cognitively process a persuasion message more extensively than individuals of low involvement. The highly involved participant will process the message via the central route of persuasion and display a high perception of quality and purchase intention of the Tennis Shoe while the lowly involved participant processes it via the peripheral route of persuasion and displayed a low perception of quality and purchase intention of the Tennis Shoe. For purpose of this study, 120 students from Nanyang Technological University were recruited. Participants were randomly given questionnaires with either a Text-only advertisement of a fictitious brand of Tennis Shoe or a Model-only advertisement on the same Tennis Shoe. Results from the study revealed that respondents who were highly involved in Tennis, responded favourably to the questions regarding the perception of quality and purchase intentions of the Tennis Shoe when exposed to the Text-only advertisement compared to the Model-only advertisement. While respondents with a low involvement in Tennis displayed a higher perception of quality and purchase intention when they viewed the Model-only advertisement compared to the Text-only advertisement.
Final Year Project (FYP)