Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Marketing
The Effects Of Source And Product Characteristics On Persuasion., Karin Braunsberger
The Effects Of Source And Product Characteristics On Persuasion., Karin Braunsberger
USF St. Petersburg campus Faculty Publications
The purpose of this research was to test the "product and endorser feature congruence hypothesis." Thus, it was tested whether matching source expertise with credence attribute claims and source experience with experience attributes claims has a positive effect on consumers' cognitive responses as well as their attitudes toward the endorser and the ad. These effects were investigated for the following reasons: First, source expertise appears to have a significant impact on persuasion (McGuire 1969) and is distinguishable from source experience (Jacoby, Troutman, Kuss and Mazursky 1986). Thus, these constructs may have differential effects on persuasion. Second, credence and experience attributes …