..., researchers have often invoked the notion of involvement. The ELM (Petty and Cacioppo, 1986 ; Petty et al., 1981) has been widely used to study the impact of persuasive communication on consumers’ attitude and behavior change. However, the potential for peripheral cues (needed for low-involvement...

... by an anti-smoking persuasive message, and a personality pattern, such as trait reactance proneness, predict the psychological state reactance. Design/methodology/approach An experiment and a survey were conducted on a random sample of 246 smoking undergraduate students in two Tunisian business schools...