Elaborating on Elaboration: The Distinction between Relational and Item- Specific Elaboration
This article examines the distinction between and the effects of two different types of elaboration on various indicators of ad effectiveness. One type of elaboration, known as item-specific processing, emphasizes the distinctive features of each ad claim. A second type, called relational processing, highlights similarities (e.g., common themes) that link various ad claims. This study shows that recall of ad claims is enhanced when manipulations foster both types of elaboration simultaneously. However, recognition and clustered recall are enhanced only when manipulations invite item-specific and relational processing, respectively. Finally, data on product judgments, consumption intentions, and the correspondence between these types of responses suggest that item-specific processing may have more impact on these measures. C ognitive elaboration, the process of associating new information with knowledge already stored in memory (Greenwald and Leavitt 1984), plays an im-portant role in understanding how consumers respond
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- 10.1086/209265
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