Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
6. Source, Message, and
Channel Factors
A communicator seen as knowledgeable—someone with expertise—is
more persuasive than one with less expertise. But the source also has to be
trustworthy—honest, ethical, and believable. The influence of a knowledgeable
source will be lessened if audience members think he or she is
biased or has underlying personal motives for advocating a position (such
as being paid to endorse a product).
One of the most reliable effects found in communications research is
that expert and/or trustworthy sources are more persuasive than sources
who are less expert or trustworthy. 4 Information from a credible source
influences beliefs, opinions, attitudes, and/or behavior through a process
known as internalization, which occurs when the receiver adopts the opinion
of the credible communicator since he or she believes information from
this source is accurate. Once the receiver internalizes an opinion or attitude,
it becomes integrated into his or her belief system and may be maintained
even after the source of the message is forgotten.
A highly credible communicator is particularly important when message
recipients have a negative position toward the product, service, company,
or issue being promoted, because the credible source is likely to inhibit
counterarguments. As discussed in Chapter 5, reduced counterarguing
should result in greater message acceptance and persuasion.
Applying Expertise Because attitudes and opinions developed through an
internalization process become part of the individual’s belief system, marketers want
to use communicators with high credibility. Companies use a variety of techniques to
convey source expertise. Sales personnel are trained in the product line, which
increases customers’ perceptions of their expertise. Marketers of highly technical
products recruit sales reps with specialized technical backgrounds in engineering,
computer science, and other areas to ensure their expertise.
Spokespeople are often chosen because of their knowledge, experience, and expertise
in a particular product or service area. Endorsements from individuals or groups
recognized as experts, such as doctors or dentists, are also common in advertising
(Exhibit 6-2). The importance of using expert sources was shown in a study by Roobina
Ohanian, who found that the perceived expertise of celebrity endorsers was more
important in explaining purchase intentions than their attractiveness or trustworthiness.
She suggests that celebrity spokespeople are most effective when they are knowledgeable,
experienced, and qualified to talk about the product they are endorsing. 5
Applying Trustworthiness While expertise is important, the target audience
must also find the source believable. Finding celebrities or other figures with a trustworthy
image is often difficult. Many trustworthy public figures hesitate to endorse
products because of the potential impact on their reputation and image. It has been
suggested that former CBS news anchor Walter Cronkite, who has repeatedly been
rated one of the most trusted people in America, could command millions of dollars as
a product spokesperson. Global Perspective 6-1 discusses how some American
celebrities protect their image by endorsing products in Japan rather than in the United
States.
Advertisers use various techniques to increase the perception that their sources are
trustworthy. Hidden cameras are used to show that the consumer is not a paid
spokesperson and is making an objective evaluation of the product. Disguised brands
are compared. (Of course, the sponsor’s brand always performs better than the consumer’s
regular brand, and he or she is always surprised.) Advertisers also use the
overheard-conversation technique to enhance trustworthiness. This involves creating a
situation in a commercial where a person is shown overhearing a conversation in
which favorable claims are made about a product or service. Most consumers are
skeptical of these techniques, so they may have limited value in enhancing perceptions
of an advertiser’s credibility.
Marketers can also deal with the source-trustworthiness issue by using other IMC
tools such as publicity. Information received from sources such as newscasters is often
very influential because these individuals are perceived as unbiased and thus more
© The McGraw−Hill
Companies, 2003
Exhibit 6-2 Dove
promotes the fact that it is
recommended by experts in
skin care
169
Chapter Six Source, Message, and Channel Factors