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Cited by 154Consumer Behavior and Marketing InfluenceMarketing and Advertising StrategiesConsumer Behavior in Brand Consumption and Identification

Prepurchase Attribute Verifiability, Source Credibility, and Persuasion

Jain, Shailendra Pratap, Posavac, Steven S.·2001·Journal of Consumer Psychology
DOI 10.1207/s15327663jcp1103_03
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Abstract

Recent research has found that search and experience attribute claims are processed differently by consumers, with search attribute claims typically being more believable than experience attribute claims. It is, however, routinely the case that marketers desire to promote a product by making a claim featuring an experience attribute. The marketing literature has largely neglected the issue of how to enhance persuasion of experience attribute claims. The purpose of this research was to fill this void. We reason that source credibility impacts the receipt of experience claims and search claims differently. We then report results of 2 experiments featuring 2 different types of sources in the context of 2 different categories that suggest a source high in credibility can be employed to make experience claims more persuasive. The contributions our study makes to the persuasion literature and avenues for future research are discussed.

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  • In sales and advertising settings, when persuasion knowledge is activated, the consumer's ability to recognize, reflect on, and assess marketers' intentions and efforts increases.

    “Specifically, in sales and advertising settings, when persuasion knowledge is activated, the consumer's ability to recognize, reflect on, and assess marketers' intentions and efforts increases [62].”

    From Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation (2025) · cites this paper as [62]

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Authors
Jain, S. P., & Posavac, S. S.
Affiliations
Cornell University (US)
Corresponding author
Jain, Shailendra Pratap
ORCID
Venue
Journal of Consumer Psychology
Publisher
Wiley
Published
2001-01
Volume
11
Issue
3
Pages
169-180
ISSN
  • 1057-7408 (ISSN-L)
  • 1532-7663
DOI
10.1207/s15327663jcp1103_03
OpenAlex
W2141485058
Cited by
154
References
34
Citations by year
2026: 5 · 2025: 7 · 2024: 5 · 2023: 6 · 2022: 14 · 2021: 10 · 2020: 5 · 2019: 11 · 2018: 11 · 2017: 4 · 2016: 5 · 2015: 6 · 2014: 9 · 2013: 12 · 2012: 5
FWCI
11.05
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor, 2580 d)
Locations
Journal of Consumer Psychology (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
experience attributes, search attributes, source credibility, persuasion, verifiability, consumer information processing

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