vided, favorable attitudes would result. In work currently in progress we are attempting to pin down these various possibilities. An important implication of this research is that if variation works via the peripheral route, the attitudes formed should be less enduring and less predictive of purchase intentions than if variation works via the central route.
We thank William Cleve Corlett, David Schumann, and Joseph Sidera for their assistance in this research. Address correspondence to John T. Cacioppo, Department of Psychology, University of Iowa, Iowa City, IA 52242, or to Richard E. Petty, Department of Psychology, University of Missouri, Columbia, MO 65211.
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