부산대학교 도서관

Our study is based on a critical review of the ELM (Elaboration Likelihood Model) and is established as an attempt to overcome one of its main restrictions: its limited view about the arguments that are relevant in a context of high motivation to processing. We analyse, more specifically, the audience response to the extension of web content. We have thus proven that other contents, different from than those reporting on advertised brand are also sources of effectiveness, whether or not they are related to the category of the advertised product and whether they are informative or emotional ones.