The Advertising Information of Guestroom's Servicescape and Customers ' Attitude: Cognitive styles, Cultural Specificity and Staying Purpose Play as Moderators for the Elaboration Likelihood Model

The purpose of this research is to examine the differential effects of central route and peripheral route persuasive information on the attitude towards hotel servicescape are moderating by customers ’ cognitive styles, cultural specificity and staying purpose. Field theory by Lewin, B = f (P, E), clearly illustrates that the environment can and does influence human behaviors. The Elaboration Likelihood Model proposed that the verbal persuasive information is processed by central route, whereas figurative information is processed by peripheral route. And the way each individual evaluates the environment can be captured by his or her cognitive styles. Field-independent people tend to ignore distractions in the surrounding field and to rely on central cues. On the contrary, field-dependent people tend to rely much more on information in the surrounding field. Thus, field-independent people might tend to adopt central route than field-dependent people while processing the persuasive ads of servicescape. Consumers from different cultures might own different information processing tendency towards servicescape. Cultural specificity can play an important role i