The impact of Source Credibility Characteristics on Physicians' Satisfaction with Pharmaceutical Salespeople
- 18 April 1991
- journal article
- Published by The Haworth Press in Journal of Ambulatory Care Marketing
- Vol. 4 (2) , 53-63
- https://doi.org/10.1300/j273v04n02_04
Abstract
Pharmaceutical salespeople are important sources of information for physicians about new and existing drugs. This study examines the relative impact of various source characteristics (i.e., expertise, trustworthiness and attractiveness) on physicians' satisfaction with the salesperson as an information source. The results suggest that although perceived expertise and trustworthiness are significant predictors of satisfaction, attractiveness is not. Implications are offered.Keywords
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