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Posts: 176
2 weeks ago
What is source credibility and does source credibility affect attitude change?
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Consumer Behavior: Buying, Having, and Being
Edition: 12th
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2 weeks ago
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Source credibility refers to the spokespersons (or announcers) perceived expertise, objectivity, or trustworthiness. A credible source can be particularly persuasive when the consumer has not yet learned much about a product or formed an opinion about it. Credibility can be enhanced if the source's qualifications are relevant to the product being endorsed. Credibility can be weakened if the source is perceived to be biased in presenting information, either because the source's knowledge is not accurate (knowledge bias) or the source is perceived to have the requisite knowledge but his or her willingness to convey it has been compromised (reporting bias); for example, getting money for saying good things about a marketer's product compromised believability.
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2 weeks ago
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