Unpacking Consumer Behavior: ELM Insights in VR and AR Marketing

Dive into the fascinating world of consumer behavior as we analyze the article "The Role of Elaboration Likelihood Model in Consumer Behavior Research and its Extension to New Technologies." Explore how the Elaboration Likelihood Model (ELM) sheds light on changing attitudes and decision-making in virtual and augmented reality contexts. We discuss the research gaps identified by the authors, their systematic methodology, and the key findings that could reshape marketing strategies in the digital age. Join us to discover the future of consumer engagement!