Hostname: page-component-848d4c4894-ttngx Total loading time: 0 Render date: 2024-05-14T06:44:43.967Z Has data issue: false hasContentIssue false
  • English
  • Français

The Effects of Expert and Consumer Endorsements on Audience Response

Published online by Cambridge University Press:  06 March 2006

ALEX WANG
ALEX WANG
Affiliation:
University of Connecticut, Stamford, alex.wang@uconn.edu
Get access

Abstract

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 4 , December 2005 , pp. 402 - 412
Copyright
© Copyright © 1960-2005, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

REFERENCES

Dean, D. H. “Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-purchase Attitudes.” Journal of Advertising 28, 3 (1999): 1–12.Google Scholar
Dean, D. H., and A. Biswas. “Third-party Organization Endorsement of Products: An Advertising Cure Affecting Consumer Prepurchase Evaluation of Goods and Services.” Journal of Advertising 30, 4 (2001): 41–57.Google Scholar
Frieden, J. B. “Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences.” Journal of Advertising Research 24, 5 (1984): 33–41.Google Scholar
Friedman, H. H., and L. Friedman. “Endorser Effectiveness by Product Type.” Journal of Advertising Research 19, 5 (1979): 63–71.Google Scholar
Goldsmith, R. E., B. A. Lafferty, and S. J. Newell. “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands.” Journal of Advertising 29, 3 (2000): 43–54.Google Scholar
Grazioli, S., and S. L. Jarvenpaa. “Perils of Internet Fraud: An Empirical Investigation of Deception and Trust with Experienced Internet Consumers.” System, Man, and Cybernetics 30, 4 (2000): 395–410.Google Scholar
Hallahan, K. “Content Class as a Contextual Cue in the Cognitive Processing of Publicity versus Advertising.” Journal of Public Relations Research 11, 4 (1999): 293–320.Google Scholar
Harkins, S. G., and R. E. Petty. “Information Utility and the Multiple Source Effect.” Journal of Personality and Social Psychology 52, 2 (1987): 260–68.Google Scholar
Hogarth, R. M. “On Combining Diagnostic Forecasts: Thoughts and Some Evidence.” International Journal of Forecasting 5, 4 (1989): 593–97.Google Scholar
Jaccard, J., and G. Wood. “The Effects of Incomplete Information on the Formation of Attitudes toward Behavioral Alternatives.” Journal of Personality and Social Psychology 54, 4 (1988): 580–91.Google Scholar
Jacoby, J., G. J. Szybillo, and J. Busato-Schach. “Information Acquisition Behavior in Brand Choice Situations.” Journal of Consumer Research 3, 4 (1977): 209–16.Google Scholar
Kanso, A., and R. A. Nelson. “Internet and Magazine Advertising: Integrated Partnerships or Not?” Journal of Advertising Research 44, 4 (2004): 317–26.Google Scholar
Meyer, R. J. “A Model of Multiattribute Judgments under Attribute Uncertainty and Informational Constraint.” Journal of Marketing Research 18, 4 (1981): 428–41.Google Scholar
Ross, W. T., Jr., and E. H. Creyer. “Making Inferences about Missing Information: The Effects of Missing Information.” Journal of Consumer Research 19, 1 (1992): 14–25.Google Scholar
Wang, A. “Customer Testimonials and News Clips as Contextual Cues in the Consumer Cognitive Processing of Online Shopping: How Do They Build Trust and Then Increase Purchase Intention.” Journal of Promotion Management 9, 1/2 (2003): 145–62.Google Scholar
Wang, A. “Integrating and Comparing Other's Opinions: The Effects of Third-Party Endorsements on Online Purchasing.” Journal of Website Promotion 1, 1 (2005a): 105–29.Google Scholar
Wang, A. “The Effects of Integrating Advertising and Product Publicity on Web Usability.” In Business Research Yearbook, A. Alkhafaji, and Adams G. Marjorie, eds. Slippery Rock, PA: Slippery Rock University, 2005b.
West, P. M., and S. M. Broniarczyk. “Integrating Multiple Opinions: The Role of Aspiration Level on Consumer Response to Critic Consensus.” Journal of Consumer Research 25, 1 (1998): 38–51.Google Scholar
White, C., and N. Ramana. “The World Wide Web as a Public Relations Medium: The Use of Research, Planning, and Evaluation in Web Site Development.” Public Relations Review 25, 4 (1999): 405–19.Google Scholar
Wilson, E. J., and D. L. Sherrell. “Source Effects in Communication and Persuasion Research: A Meta Analysis of Effect Size.” Journal of the Academy of Marketing Science 21, 2 (1993): 101–12.Google Scholar
Wyatt, R. O., and D. P. Badger. “Effects of Information and Evaluation in Film Criticism.” Journalism Quarterly 67, 2 (1990): 359–68.Google Scholar