Source characteristics and advertising effectiveness The roles of message processing motivation and product category knowledge

Date

2011-01-01

Author

Yılmaz, Cengiz
BODUR, MUZAFFER
Iscioglu, Tutku Eker

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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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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 multi-group 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.

Subject Keywords

Source credibility, Involvement construct, Consumer expertise, Celebrity endorser, Brand attitude, Opinion change, Attractiveness, Impact, Choice

URI

https://hdl.handle.net/11511/48209

Journal

INTERNATIONAL JOURNAL OF ADVERTISING

DOI

https://doi.org/10.2501/ija-30-5-889-914

Collections

Department of Business Administration, Article

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Citation Formats

C. Yılmaz, M. BODUR, and T. E. Iscioglu, “Source characteristics and advertising effectiveness The roles of message processing motivation and product category knowledge,” INTERNATIONAL JOURNAL OF ADVERTISING, pp. 889–915, 2011, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/48209.