What is source credibility and does source credibility affect attitude change?
What will be an ideal response?
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.
You might also like to view...
Volunteer work should never be included on a résumé to cover periods of unemployment
Indicate whether the statement is true or false.
The set of multiple companies directly linked by one or more of the upstream and downstream flows of products, services, finances, and information from a source to a consumer is referred to as
A. the marketing chain. B. marketing. C. logistics. D. the supply chain. E. the production cycle.
Which of the following is not a benefit of franchising to the franchisor?
A. growth with minimal capital investment B. higher marketing and promotional costs C. royalties D. the minimal number of regulations regarding franchising
If the current price of Thaler-Made Furniture is $25 per share and next year's dividend is expected to be $1.75 per share, what is the required return if dividends are expected to grow 5% per year?
A) 24% B) 12% C) 32% D) 14% E) 2%