SOURCE EXPERTISE, TIME OF SOURCE IDENTIFICATION, AND INVOLVEMENT IN PERSUASION - AN ELABORATIVE PROCESSING PERSPECTIVE

被引：88

作者：

HOMER, PM ^{[1
]}

KAHLE, LR ^{[1
]}

机构：

[1] UNIV OREGON,MARKETING,EUGENE,OR 97403

来源：

JOURNAL OF ADVERTISING | 1990年 / 19卷 / 01期

关键词：

D O I：

10.1080/00913367.1990.10673178

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The interactive role of source expertise, time of source identification, and involvement was examined in an experiment on advertising effectiveness. In general, findings support tin elab- orative processing explanation. A three-way interaction among the manipulated variables emerged in the study, which utilized print advertisement stimuli. The findings also suggest that the source expertise information was processed more as a central persuasion cue than as peripheral information. Managerial implications are offered. © 1990 Taylor & Francis Group, LLC.

引用

页码：30 / 39

页数：10

共 54 条

[1] COMMUNICATOR CREDIBILITY AND COMMUNICATION DISCREPANCY AS DETERMINANTS OF OPINION CHANGE [J].