Abstract
Although stress research has received increased attention in the behavioral and social sciences, it has been virtually ignored by marketing researchers. This paper attempts to advance the stress perspective as a useful framework in consumer research. First, theoretical and conceptual foundations of stress research are presented. Second, a general conceptual model of the causes and consequences of stress on the basis of theory and research is presented. The model serves as a blueprint for presenting theory and research on stress, organizing and interpreting findings of consumer studies in the context of stress theory, and developing propositions for needed research. Also, this paper uses the Elaboration Likelihood Model to explore how routes to persuasion may be affected between different levels of stress. The measures we used to assess elaboration likelihood were endorser attractiveness and argument quality (Petty and Cacioppo, 1986).