Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective
- 1 March 1990
- journal article
- research article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 19 (1) , 30-39
- https://doi.org/10.1080/00913367.1990.10673178
Abstract
The interactive role of source expertise, time of source identification, and involvement was examined in an experiment on advertising effectiveness. In general, findings support an elaborative processing explanation. A three-way interaction among the manipulated variables emerged in the study, which utilized print advertisement stimuli. The findings also suggest that the source expertise information was processed more as a central persuasion cue than as peripheral information. Managerial implications are offered.Keywords
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