Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective

Pamela Miles Homer · Lynn R. Kahle

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Psychology of Social Influence

Abstract

The interactive role of source expertise, time of source identification, and involvement was examined in an experiment on advertising effectiveness. In general, findings support an elaborative processing explanation. A three-way interaction among the manipulated variables emerged in the study, which utilized print advertisement stimuli. The findings also suggest that the source expertise information was processed more as a central persuasion cue than as peripheral information. Managerial implications are offered.

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References

2025Advances in Consumer Research 1969The Handbook of Social Psychology 1986The Elaboration Likelihood Model of Persuasion 1985Measuring the Involvement Construct 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1951The Influence of Source Credibility on Communication Effectiveness 1983Advances in Consumer Research 2017Communication And Persuasion

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2021Trust me, trust me not: A nuanced view of influencer marketing on social media 2020Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media 1994The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions 2016Credibility of a peer endorser and advertising effectiveness 2004Criticizing Groups from the Inside and the Outside: An Identity Perspective on the Intergroup Sensitivity Effect 2013

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