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 (Peer-Reviewed Journal) 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, Scopus
  • Page Numbers: pp.889-915

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.