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政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 > Item 140.119/56980

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56980

Title:	Opinions from Others Like You: The Role of Perceived Source Similarity
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Date:	2011-12
Issue Date:	2013-02-22 15:41:15 (UTC+8)
Abstract:	A theoretical framework is proposed to test the influence of opinions of other consumers, based on perceived similarity, in two contexts. The perceived similarity of the source may be diagnostic for consumers who are concerned about mispurchase. Experiment 1, therefore, compared the effects of ads featuring a consumer versus an expert as an endorser, with participant use status as a moderator that may affect concerns about mispurchase. Potential product users rated the consumer endorser higher on perceived similarity, which increased ad credibility and resulted in better ad and brand attitudes. Experiment 2 compared the effects of information about a product delivered on a consumer blog with that of information from the advertiser`s official Web site, with concern about mispurchase as a moderator. More concerned consumers rated the blogger higher than the advertiser on perceived similarity, leading to greater information credibility and more favorable attitudes toward the blog and the product.
Relation:	Media Psychology, 14(4), 415-441
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/15213269.2011.620539
DOI:	10.1080/15213269.2011.620539
Appears in Collections:	[廣告學系] 期刊論文

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