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The Effects of Expert and Consumer Endorsements on Audience Response

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  • WANG, ALEX

Abstract

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

Suggested Citation

  • Wang, Alex, 2005. "The Effects of Expert and Consumer Endorsements on Audience Response," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 402-412, December.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:402-412_05
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    Cited by:

    1. Wenlong Liu & Rongrong Ji & Chen (Peter) Nian & Kisang Ryu, 2020. "Identifying the Types and Impact of Service Provider’s Responses to Online Negative Reviews in the Sharing Economy: Evidence from B&Bs in China," Sustainability, MDPI, vol. 12(6), pages 1-17, March.
    2. Spielmann, Nathalie & Minton, Elizabeth A., 2020. "Representing another nation: The influence of foreign citizen ambassadors on product evaluations," Journal of Business Research, Elsevier, vol. 121(C), pages 409-419.

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