The DOI matches its Crossref record.
An Evaluation of Spokesperson and Vehicle Source Effects in Advertising
Abstract
This paper presents results from an experiment which examined the effectiveness of three types of spokespersons in advertising. The research measured consumer attitudes toward a familiar product when test advertisements contained a celebrity, an expert, and an ordinary consumer. The experimental advertisements were tested under two print vehicle conditions — high-prestige versus low-prestige magazines. The results indicate that for a low-priced, complex electronic product (i.e., a handheld calculator), an expert endorser tends to generate more favorable attitudes toward the advertised product, regardless of the prestigiousness of the media vehicle.
Overview
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Claims the paper makes
Claims other papers make about this one
Each is checked against this paper’s own text: does it say what the citing paper says it does?
The credibility of an advertisement is the product of the perceived credibility of the source and the perceived credibility of the message content.
“In turn, the credibility of an advertisement is the product of two factors: the perceived credibility of a) the source (e.g. endorsers, spokespersons, corporations or sponsors; Freiden, 1982; Goldsmith, Lafferty and Newell, 2000; Patzer, 1983), and b) the message content (Cotte, Coulter and Moore, 2005; Lutz, MacKenzie and Belch, 1983; McDougall and Fry, 1975; Wathen and Burkell, 2002).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising: Measures that Can Boost Outcomes From Environmental Product Claims (2018) · cites this paper as Freiden, 1982
Citations
Cites
No references could be resolved yet.
Research works printed but not linked: 21
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- 10.1080/00218499.1963.12527146 · DOI
- DeLozier , Wayne M. 1976 . The Marketing Communications Process , New York : McGraw-Hill .
- 10.1086/208671 · DOI
- Firework , Robert B. and Friedman , Hershey H. 1977 . “The Effects of Endorsements on Product Evaluation.” . Decision Sciences , 8 July : 576 – 83 . · DOI
- Forken , James P. 1975 . “Actors Squeezed by Stars, Real People.” . Advertising Age , November 17 : 142
- Forken , James P. 1979 . “TV Commercials Spawn Series Stars.” . Advertising Age , July 30 : S6
- 10.1080/00218499.1979.12518848 · DOI
- 10.1177/002224376400100309 · DOI
- 10.1086/266350 · DOI · Paper page
- Howard , Ainsworth . 1979 . “More Than Just a Passing Fancy.” . Advertising Age , July 30 : S2 – S4 .
- 10.1037/h0027992 · DOI
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- Karling , Marvin and Abelson , Herbert I. 1970 . Persuasion, , 2d ed. , New York : Springer .
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- Peterson , Robert A. and Ross , I. 1972 . “How to Name New Brands.” . Journal of Advertising Research , 12 December : 29 – 34 . · DOI
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- 10.1080/00218499.1962.12519675 · DOI
Cited by
Sorted by citations
The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
Pornpitakpan, C. (2004) · Journal of Applied Social Psychology · doi:10.1111/j.1559-1816.2004.tb02547.x · Cited by 2,205
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
Tucker, E. M., Rifon, N. J., Lee, E. M., & Reece, B. B. (2012) · Journal of Advertising · doi:10.1080/00913367.2012.10672454 · Cited by 123
Ganz, B., & Grimes, A. (2018) · Journal of Advertising Research · doi:10.2501/jar-2018-001 · Cited by 71
Metadata
- Authors
- Freiden, J. B.
- Corresponding author
- Freiden, Jon B.
- Venue
- Current Issues and Research in Advertising
- Publisher
- Informa UK Limited
- Published
- 1982-03
- Volume
- 5
- Issue
- 1
- Pages
- 77-87
- ISSN
- 0163-3392 (ISSN-L)
- 2165-820X
- OpenAlex
- W2474261174
- Cited by
- 20
- References
- 0
- Citations by year
- 2025: 2 · 2023: 1 · 2022: 2 · 2019: 2 · 2018: 4 · 2016: 1 · 2015: 1 · 2014: 1 · 2013: 1 · 2012: 1
- FWCI
- 1.60
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Current Issues and Research in Advertising (publishedVersion)
- Current Issues and Research in Advertising
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- celebrity endorsement, expert endorsement, consumer attitudes, advertising effectiveness, product familiarity, hand-held calculators, electronic devices
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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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