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

YILMAZ C., Telci E. E., BODUR M., Iscioglu T. E.

INTERNATIONAL JOURNAL OF ADVERTISING, vol.30, no.5, pp.889-915, 2011 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 30 Issue: 5
  • Publication Date: 2011
  • Doi Number: 10.2501/ija-30-5-889-914
  • Journal Name: INTERNATIONAL JOURNAL OF ADVERTISING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.889-915
  • Middle East Technical University Affiliated: Yes

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 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.