Elaboration Likelihood Model and Socio-psychological Factors: The Influence of Central Route Processing on FMCG Purchase Intentions in Bangladesh.

Abstract

Purpose-The main purpose of the study is to analyze the central route in television advertising that influence consumer attitudes and the socio-psychological factors that influence purchase intention of FMCG products in Bangladesh.  Based on Elaboration Likelihood Model (ELM) and Theory of Planned Behavior (TPB) this study aims to understand how central cues of television advertising (informativeness and reputable company tv ads) influence consumer attitudes and how this attitude along with other factors, subjective norms and perceived behavioral factors influence purchase intention of FMCG. By analyzing consumer information processing and behavioral learning by the exposure of advertising, this study contributes to understanding how mass media shape consumer awareness and purchase intention in an emerging market.

Design/methodology/approach- This study employs a positivist quantitative research design by using structured questionnaire survey method. By using purposive non-probability sampling the data has been collected from 390 FMCG consumers from the various cities of Bangladesh. SPSS-22 and Smart-PLS 4 has bene used to do the analysis to test the proposed integrated TPB-ELM framework.

Findings- From the analysis it has been seen that the central cues informativeness and reputable companies Tv ads have a significant positive relationship with consumer attitude where entertainment has the strongest effect. Socio-psychological factors attitude, subjective norms and perceived behavioral control significantly influence purchase intention where perceived behavioral control has the greatest impact. The proposed model demonstrates a strong explanatory and predictive power for explaining consumer behavior.

Research Limitations/implications- This study is limited to television advertising, FMCG and central routes only. For future research this framework can be applied to different media, different product categories and in educational or awareness-oriented communication context.

Practical implications- The findings will help to provide directions for the marketers, practitioners, and communicators to design effective messages that enhance better understanding, trust and decision-making.

Social implications- The study highlights how mass media advertising influences consumer awareness, social influence and purchase behavior with implications for public education and consumer learning.

Originality/value- This paper offers original value by integrating ELM and TPB to explain consumer learning and behavior through television advertising in an emerging market context.