THE IMPACT OF NEGATIVE AND POSITIVE INFORMATION ON SOURCE CREDIBILITY IN A FIELD SETTINGWord格式文档下载.docx
- 文档编号:4700051
- 上传时间:2023-05-03
- 格式:DOCX
- 页数:15
- 大小:24.58KB
THE IMPACT OF NEGATIVE AND POSITIVE INFORMATION ON SOURCE CREDIBILITY IN A FIELD SETTINGWord格式文档下载.docx
《THE IMPACT OF NEGATIVE AND POSITIVE INFORMATION ON SOURCE CREDIBILITY IN A FIELD SETTINGWord格式文档下载.docx》由会员分享,可在线阅读,更多相关《THE IMPACT OF NEGATIVE AND POSITIVE INFORMATION ON SOURCE CREDIBILITY IN A FIELD SETTINGWord格式文档下载.docx(15页珍藏版)》请在冰点文库上搜索。
JoanneM.Klebba,UniversityofCincinnati
LynetteS.Unger,MiamiUniversity
ABSTRACT-
Thispaperexaminestheimpactofpositiveandnegativesourceinformationonthecredibilityoftheadvertisingsourceandonaudienceperceptionsofthecompanyandadvocatedproduct.AfieldresearchstudyofLeeIacocca,CEOofChryslerCorporationindicatesthatthecognitiveandaffectivedimensionsofcredibilityresponddifferentlytopositiveandnegativeinformationandthatthesedimensionsrelatedifferentlytoaudienceperceptionsofproductqualityandsafety.
INTRODUCTION
Theuseofthecelebrityasproductadvocateisrecognizedasaneffectiveadvertisingtechnique.Publishedevidenceindicatesthattestimonialsenhancereadershipscores(Freeman1957,Rudolph1947),increaseawarenessandinducepositiveattitudechangetowardacompanyanditsproduct(FireworkerandFriedman1977,Kamen,AzhariandKragh1975).Inaddition,sourcecredibilityinvestigationsgenerallyconcludethatthemorecredibleasource,themorepersuasives/heis(Sternthal,PhilipsandDholakia1978).
Thewidespreaduseofcelebrityendorsersandtheteestheycommand(sometimesinexcessof$1millionannually)attestindirectlytotheirsuccessasproductspokespersons.Anestimated33%ofalltelevisioncommercialscontainedcelebritiesin1976(BusinessWeek1978).Yetadvertiserswhousecelebrityendorsersmayencounterthreemajorproblems.First,luredbythegenerouscompensation,manycelebritiesopttoadvocateseveralproducts,apracticewhichcanresultinoverexposureandamuddiedimage.InastudybyMowenandBrown(1981),resultsindicatedthatsubjectssawtheproductandadvertisementmorefavorablyanddemonstratedgreaterpurchaseinterestwhenacelebrityendorsedoneratherthanseveralproducts.Asecondproblemisthequestionofmatchingtheproducttypewiththeappropriatecelebrity.KanungoandPang(1973)investigatedtheeffectsofadvertisingmodels'
sexandfoundthat"
fittingness"
ofthemodelisadeterminantofperceivedproductquality.FriedmanandFriedman(1979)foundthatendorsertypeeffectivenessisdependentonproducttype.Becauseofthedramaticgrowthintheamountofnegativeinformationinthemarketplace(Weinburger,AllenandDillon1981),athirdproblemisofcriticalinterest.Marketersmustnowbeconcernedwithnegativeinformationabouttheirproduct,introducedbyregulatoryagencies,consumergroups,competitorsorrumor.Moreover,advertisersusingcelebritiesasadvocatesmustalsobeconcernedwiththeseendorsers'
publicreputationsasformedbythepress,specialinterestgroupsorpublicinvestigations.
Thepurposeofthisstudyistoexaminetheimpactornegativeandpositivesourceinformationoncredibilityandtoexploretheeffectofsuchinformationonattitudestowardtheadvocatedproduct.Negativeandpositiveinformationconstitutetheindependentvariablesinthisstudyandthecomponentsofsourcecredibilitycomprisethedependentvariables.
BACKGROUND
Theuseofacompany'
sCEOasacelebritytestimonialrepresentsagrowingvariationinthecelebrityendorsementtechnique(Fortune1980).Mr.LeeIacocca,ChairmanandChiefExecutiveOfficerandadvertisingspokespersonforChryslercorporationisthefocusofthisstudy.PriortoIacocca'
sChryslerexperience,hewasalsoPresidentoftheFordMotorCompany.DuringhistenurewithFord,IacoccawasinvolvedinthedevelopmentofthePintoandtheMustangautomobiles.
Inthefallof1979;
Mr.IacoccabegantoappearasproductspokesmaninChryslerCorporation'
sautomobileadvertising.Inthespringof1980,however,Iacocca'
sinvolvementinthedevelopmentoftheFordPintowasbroughtoutinaliabilitysuitbasedondesigninadequaciesinthePinto.ThesuitwasbroughtagainstFordMotorCompany.AlthoughIacoccawasnolongerassociatedwithFordorthePinto,hisinvolvementwiththePintowasnationallypublicizedduringtheliabilitytrial(AdvertisingAge,1981).Iacocca'
sinvolvementwiththePintoisutilizedasthenegativeinformationinthisstudy.Iacocca'
searlierassociationwiththehighlysuccessfulMustangconstitutesthepositiveinformationforthestudy.
SUMMARYOFPREVIOUSRESEARCH
Theresearchwhichdealswithnegativeinformationcoverstwoareas:
theeffectofnegativecuesaboutproductsandaboutpersons.Researchersgenerallyconcludethatnegativeproductinformationhasagreaterimpactthanpositiveinformationonattitudestowardproducts.Wright(1974)foundthatnegativeinformationaffectedcarpurchaseintentmorethanpositivecuesunderhightimepressureconditions.Othersfoundnegativeinformationbiasinformationorattitudestowardproducts(Lutz1975;
WeinburgerandDillon1980).Intheareaofcorrectiveadvertisingandaffirmativedisclosure,resultsaremixed.Someresearchers(Hunt1977)havefoundthatintroductionofnegativeinformationintheformofcorrectivecopycandissipatetheeffectsofdeceptiveadvertising.Findingsofotherresearchersindicatenegativeproductinformationisnotnecessarilydetrimentaltoproductattitudesandmayevenenhancecredibility(DyerandKuehl1974;
SettleandGolden1974).
Intheirliteraturereview,Weinburger,AllenandDillon(1981)explainnegativeinformationbiasusinganattributiontheoryframework."
Negativeinformationhasthestrongimpactthatitdoesbecauseitstandsoutmorethanpositiveinformationand...wouldthereforehavemoredistinctiveness.Thisapparentlyresultsfromthefactthattherearemorepositivecuesintheindividual'
ssocialenvironment.Asaresult,negativecuesattractmoreattentionandarethereforemoreheavilyattributabletothestimulusobject"
(p.398).ScottandTybout(1981)suggestedthatcuevalencealonedoesnotcausedifferentialattentiontonegativeinformationandthatitshouldbestudiedwithinthebroaderframeworkofinformationprocessing.
Thepsychologicalliteratureprovidesampleresearchon"
personperception,"
theformationofimpressionsaboutpeoplebasedonnegativeandpositiveinformation.Whileatleastoneresearcher(Infante1980)hascautionedagainstconfusingpersonperceptionwithsourcecredibility,areviewofthisliteratureisrelevanttothestudyofimplicationsofnegativesourceinformation.Asinthecaseofproducts,researchersinthepersonperceptionareaalsoacknowledgeanegativeinformationbias.Richeyetal.(1975)foundthatasinglereportofaperson'
snegativebehavioroutweighedfivepositivebehaviors.Inotherstudies,Richeyandhercolleaguesintroducedbothpositiveandnegativeinformation,controllingforintensityandordereffect,andfounddisproportionateinfluenceofnegativeinformationinpersonperceptionformation(RicheyandDwyer1970;
Richey,McClellandandShimkunas1967).Inreviewingthepersonnelliterature,Weinburger,AllenandDillon(1981)alsofoundstudiestoindicatethatnegativeinformationinjobinterviewsismoresalientthanpositiveinformationinformingimpressionsofemployeecandidates.
Twostudiesarecenteredontheeffectsofnegativeinformationonparticulardimensionsofsourcecredibility.SerenoandHawkins(1967)studiedtheinfluenceofspeakernonfluency,akindofnegativeinformation,onthesourcecredibilitydimensionsdefinedbyBerlo,LemertandMertz(1969).Theyfoundthatnonfluencyadverselyaffectedthecompetenceanddynamismfactorsbutnotthetrustworthinessfactor.Inanotherstudy,Richey,McClellandandShimkunas(1967)foundnegativebiasinperceptionsofpersons'
moral-ethicalcharacter.Whilethestudydidnotfocusonsourcecredibility,thisparticularareaofpersonalitymightbeequatedwithtrustworthiness,anacknowledgeddimensionofcredibility.
Thevastbodyofresearchonsourcecredibilitymightbedividedintotwoareas:
studiesconcernedwiththeimpactofcredibilityonsocialinfluenceandresearchontheunderlyingdimensionsofcredibility(Sternthal,PhilipsandDholakia1978).Theliteratureinthefirstareagenerallyconcludesthatthemorecrediblethesource,themorepersuasiveheorsheis(Delozier1976;
FireworkerandFriedman1977-HovlandandWeiss1951;
KelmanandHovland1953;
McGuire1969).Thisgeneralconclusionhasbeenborneoutinmaineffectsstudies;
however,studiesofinteractionsindicatethatlowsourcecredibilityisnotalwaysdetrimentalnorishighcredibilityalwaysanasset(DholakiaandSternthal1977).Theemphasishere,however,isonthemaineffect,enhancingsourcecredibilitytoincreasethepersuasivenessofadvertisingmessages.AnextensivereviewoftheliteratureonsourcepersuasivenessisprovidedbySternthal,PhilipsandDholakia(1978).
Thepositiverelationshipbetweensourcecredibilityandpersuasivenesshasoftenbeendemonstratedbymanipulatingthedimensionsofcredibility,thesecondareaofsourcecredibilityresearch.Theliteraturemostoftenrecognizesthreedimensions:
trustworthiness,expertiseandlikability(KelmanandHovland1953).Researchershaveproposedotherclassificationsofthecomponentsofcredibilityaswell.Rarick(1963)foundevidencefortwodimensions,cognitiveandaffective.Includedinthecognitivecomponentarepower,prestigeandcompetence.Theaffectivecomponentiscomprisedofcharacteristicssuchastrustworthinessandlikability.Berlo,LemertandMertz(1969)includesafety(trustworthiness,friendliness),qualification(competence,experience),anddynamism(energy,aggressiveness)intheirclassificationsystem.Thesimilarityandoverlapoftheseclassificati
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- THE IMPACT OF NEGATIVE AND POSITIVE INFORMATION ON SOURCE CREDIBILITY IN FIELD SETTING
链接地址:https://www.bingdoc.com/p-4700051.html