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The effects of source likeability and need for cognition on advertising effectiveness under explicit persuasion
Author(s) -
Reinhard MarcAndré,
Messner Matthias
Publication year - 2009
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.282
Subject(s) - persuasion , moderation , attribution , valence (chemistry) , need for cognition , psychology , cognition , advertising , product (mathematics) , social psychology , cognitive psychology , business , chemistry , geometry , mathematics , neuroscience , organic chemistry
While there is evidence that an endorser's likeability plays a determining role in the advertising effectiveness of explicit persuasive appeals, this paper examines the impact of the need for cognition (NFC) as a moderator of this relationship. We find that this effect holds, as predicted, for individuals with lower NFC, but not for those with higher NFC. Furthermore, the effects of explicit persuasion and the endorser's likeability on evaluations of products or services by lower‐NFC consumers were found to be mediated by the attribution of self‐interest. In contrast, advertising effectiveness for higher‐NFC consumers was predictable only by the valence of their cognitive responses to the product. Copyright © 2009 John Wiley & Sons, Ltd.