Effect of timing of communicator identification and level of source credibility on attitude
2002; Routledge; Volume: 19; Issue: 1 Linguagem: Inglês
10.1080/08824090209384831
ISSN1746-4099
AutoresMike Allen, Lisa Adamski, Michael Bates, Michael J. Bernhagen, Aaron Callendar, Mary K. Casey, Anne Czerwinski, Linda Decker, George S. Howard, Barbara Jordan, Elizabeth Kujawski, Kimberly A. May, Patricia N. Olson, Andrew Parenteau, Susan Reilly, J. Schmidt, S. Stebnitz, Sandra Thau, Michael M. Tollefson, Debra Zindler, Cynthis Zirbel,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoO'Keefe's (1987) meta‐analysis concluded that the relative advantage for a high credible source was diminished when the identification of the source occurred after the message. Two replications using 1945 subjects and a total of 12 messages confirm this finding but provide a smaller estimate (r = .093 for this investigation while O'Keefe reports an average correlation of .352). Theoretically, the associationist position is not supported while a model suggesting a more sophisticated view of message processing is required. At a practical level, the findings suggest that highly credible message authors benefit from early identification whereas message authors evaluated as less credible benefit from delayed identification.
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