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

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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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Authors: Jain, S. P., & Posavac, S. S.
Affiliations: Cornell University (US)
Corresponding author: Jain, Shailendra Pratap
ORCID: Jain, Shailendra Pratap
Posavac, Steven S.
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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Prepurchase Attribute Verifiability, Source Credibility, and Persuasion

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