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- Title
Spokesperson Effects in High Involvement Markets.
- Authors
Heath, Timothy B.; Mothersbaugh, David L.; McCarthy, Michael S.
- Abstract
The article discusses the influence of spokesperson effects on consumer attitudes, with particular focus given to the relationship between consumer thought on the subject of a product or issue and persuasive cues from spokespeople. A brief overview of previous research on the topic is presented, and the methodology of the study is described. The influence of product competition is examined, and findings indicating the importance of peripheral-cue effects are commented on along with the need for further research.
- Publication
Advances in Consumer Research, 1993, Vol 20, Issue 1, p704
- ISSN
0098-9258
- Publication type
Article