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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, [email protected]
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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

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