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¶ … credibility to the receiver's ability to decode the advertising message in the intended way. A number of studies have examined the role of source credibility in advertising. According to Koekemoer and Bird (2004), source credibility, the believability of the communicator, is determined by two major characteristics, trustworthiness and expertise. Trustworthiness is a function of the amount of confidence a receiver has in the intention of the sender. Expertise, on the other hand, refers to the receiver's perception regarding the source's qualifications, knowledge, and experience to make credible statements. The customer perceives a source as credible when the source understands the customer's expectations, needs and problems, and when the source has the knowledge and experience to present the facts in a believable and accurate manner (Koekemoer & Bird, 2004).
Researchers have identified additional factors that underlie a source's credibility, one of which is likeability. This characteristic describes the source's attractiveness. Qualities such as candor,...
The most credible source then would be a person who rates high on all three dimensions (CiteMan.com, 2008).
Additional studies have been conducted to measure source credibility and its importance in creating effective advertisements. Not surprisingly, research has found that increasing source credibility positively impacts business or brands in several ways. Whether the spokesperson is an actual customer, a company employee, a celebrity or a model, credibility is important. (Clow, James, Sisk, & Cole, 2011).
Clow et al. discuss several studies that investigated the impact of source credibility. For example, it has been shown that a credible spokesperson provokes a greater attitude change than a less credible spokesperson, and that consumers are more likely to discount messages from spokespersons that they perceive to have low credibility. Research has also shown that source credibility affects the consumer's attitude toward the ad, toward the brand, and towards…
Works Cited
CiteMan.com. (2008). Message source -- Marketing. CiteMan Network. Retrieved July 27, 2011 from http://www.citeman.com/3203-message-source-%E2%80%93-marketing/
Clow, K.E., James, K.E., Sisk, S.E., & Cole, H.S. (2011). Source credibility, visual strategy and the model in print advertisements. Journal of Marketing Development and Competitiveness, 5(3), 24-31. 2011. Retrieved July 27, 2011 from http://www.na-businesspress.com/JMDC/ClowWeb.pdf
Koekemoer, L., & Bird, S. Marketing Communications. Lansdowne, South Africa: Juta and Company Ltd.
Student Satisfaction and Diversity The study is devised to grasp the relationship between student satisfaction in the diverse cultural and faculty patterns. The ultimate goal of all the contemporary societies of the world is to maintain and promote gender equality. Human race has always suffered dramatically whenever it has tried to stigmatize either of the two genders. But yet many under developed and third world countries are still not able to
Management Communication - the Role of Workplace Interpersonal Communication Communication, in simple terms, refers to "the process of sending and receiving messages" (Bovee & Thill, 2008, p. 2). Baack (2012); Bovee and Thill (2008) agree that there are two major facets of organizational communication -- internal communication (exchange of ideas and information within the boundaries of an organization) and external communication (exchange of information beyond an organization's borders). Internal communication can