Source expertise, time of source identification, and involvement in persuasion: an elaborative processing perspective

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Date: Winter 1990
From: Journal of Advertising(Vol. 19, Issue 1)
Publisher: Taylor & Francis Group LLC
Document Type: Article
Length: 5,328 words

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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. (Reprinted by permission of the publisher.)

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Gale Document Number: GALE|A8288312