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Challenging Source Effects Theory: The Case of High-Technology Computers

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Date Issued:
2017
Summary:
Consumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing that although newly-entering freshman believed experts provided more cognitive information about a high-tech computer, they questioned their ability to understand and use expert advice in selecting the best computer. Moreover, results indicated that a referent - an upper-class college student - would be more able to convey a computer’s: 1) usefulness, 2) relatedness, and 3) association with the freshmen college experience. Finally, the referent out performed a celebrity in source likeability. The experiment used a manipulation check, questionnaire pretest, a survey, chi-square method, and consent form.
Title: Challenging Source Effects Theory: The Case of High-Technology Computers.
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Name(s): Simon, Judie
Smith, Allen E.
Office of Undergraduate Research and Inquiry
Type of Resource: text
Genre: Poster
Date Created: 2017
Date Issued: 2017
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Florida
Physical Form: application/pdf
Extent: 1 p.
Language(s): English
Summary: Consumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as high-technology computers. However, findings of our experiment contested existing theory by revealing that although newly-entering freshman believed experts provided more cognitive information about a high-tech computer, they questioned their ability to understand and use expert advice in selecting the best computer. Moreover, results indicated that a referent - an upper-class college student - would be more able to convey a computer’s: 1) usefulness, 2) relatedness, and 3) association with the freshmen college experience. Finally, the referent out performed a celebrity in source likeability. The experiment used a manipulation check, questionnaire pretest, a survey, chi-square method, and consent form.
Identifier: FA00005636 (IID)
Subject(s): College students --Research --United States.
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00005636
Restrictions on Access: Author retains rights.
Host Institution: FAU