Source characteristics and advertising effectiveness

Cengiz Yılmaz · E. Eser Telci · Muzaffer Bodur · Tutku Eker İşçioğlu

58 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand attitude, and (3) willingness to purchase is investigated using data collected through a quasi-experimental design. In addition to direct impacts, the moderating role of message processing motivation (involvement) and product category knowledge in the relationships of interest are investigated via multigroup analyses. Findings indicate that the sequence of relationships between source characteristics, attitudinal responses and willingness to purchase may vary substantially across the four conditions characterised by high/low levels of processing motivation and product category knowledge.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1985Measuring the Involvement Construct 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1981Categorization and Representation of Physics Problems by Experts and Novices*1987Dimensions of Consumer Expertise 2004The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1994Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task importance on attitude judgment.

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