Effects of Susceptibility to Normative Influence and Type of Testimonial on Attitudes toward Print Advertising
Journal
Journal of Advertising
ISSN
0091-3367
ISSN-Digital
1557-7805
Type
journal article
Date Issued
2008-01-01
Author(s)
Abstract
In two experiments, we show how a consumer's susceptibility to normative influence (SNI) offers useful insights into the effectiveness of two types of testimonials: a typical person endorsement (Study 1) and a celebrity endorsement (Study 2). Specifically, we suggest that two variables moderate testimonial effects--SNI and product attribute information. Results show that in forming their evaluations, high-SNI consumers place a greater emphasis on the testimonial than on the attribute information. In contrast, low-SNI consumers are more influenced by attribute information. A mediation analysis shows that advertising attitudes for high-SNI consumers are mediated by testimonial thoughts, whereas the attitudes for low-SNI consumers are mediated by their attribute thoughts. Theoretical and managerial implications are presented.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
JSTOR
Publisher place
New York
Volume
37
Number
1
Start page
29
End page
43
Pages
15
Subject(s)
Eprints ID
34477