Abstract
Many researches have been discussed about the ELM, but little was about the effectiveness of central argument on low involvement people. This paper is to extent the multiple roles theory by introducing processing fluency as a moderator to get more information about the advertising effectiveness of central argument to low involvement people. We conducted an experiment to gain consumers’ attitudes about a product being exposed to a questionnaire under conditions of either high or low product involvement. The advertisements in the questionnaire contained either strong or weak arguments for the product and featured either positive or average endorser under high or low processing fluency conditions. The result of this study confirmed multiple roles of ELM, and showed that low involvement people can process central argument as long as the information is easy enough to process. The outcome not only further explains the ELM model but also gives marketers a direction when forming their marketing strategy.