Abstract
Numerous attempts have been made by researchers to investigate the effectiveness of the advertisements through ELM theory. Although some researchers have devoted to discuss the relationship between the messages and the level of involvement to examine the effects of peripheral cues on people under high elaboration likelihood condition, however, the discussing in the effects of central arguments on people under low elaboration likelihood condition has been strangely neglected by researchers. In this study, we introduced processing fluency as a moderator to form up an experiment design based on ELM structure, participants encountered the manipulated questionnaire contained 4 ads, and assess the product judgment under either high or low involvement conditions. It deserved to be mentioned that we formed up two experiments in examining different types of low involvement people, which either lacks of motivation or ability to process the central argument. Some observations in this study revealed that by enhancing the level of processing fluency can make central arguments become easier to process. Therefore, the attitude formation of people under low elaboration likelihood would be formed through central route rather than peripheral route. The outcome also provided an evidence for the notion of multiple roles.