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, cilt.30, ss.889-915, 2011 (SSCI İndekslerine Giren Dergi) identifier identifier

  • Cilt numarası: 30 Konu: 5
  • Basım Tarihi: 2011
  • Doi Numarası: 10.2501/ija-30-5-889-914
  • Dergi Adı: INTERNATIONAL JOURNAL OF ADVERTISING
  • Sayfa Sayıları: ss.889-915

Özet

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.