Figure 6.2 - Source Attributes and Receiver Processing Modes

Source Credibility

Knowledge

Knowledge



Source

Source



Skill

Skill

Expertise

Expertise

Trustworthy

Trustworthy



Information

Information



Unbiased

Unbiased

Objective

Objective



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Source Attractiveness



Similarity

Similarity



Familiarity

Familiarity



Likeability

Likeability



Resemblance 

Resemblance 

between the 

between the 

source and 

source and 

recipient of the 

recipient of the 

message

message



Knowledge of the 

Knowledge of the 

source through 

source through 

repeated or 

repeated or 

prolonged 

prolonged 

exposure

exposure



Affection for the 

Affection for the 

source resulting 

source resulting 

from physical 

from physical 

appearance, 

appearance, 

behavior, or other 

behavior, or other 

personal traits

personal traits



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Choosing a Celebrity Endorser

Match w/audience

Match w/audience



Trust

Trust



Match w/product

Match w/product



Risk

Risk



Factors

Image

Image



Familiarity

Familiarity



Cost/ROI

Cost/ROI



Likability

Likability



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Risks of Using Celebrities

The celebrity may overshadow 

The celebrity may overshadow 

the product being endorsed

the product being endorsed



The celebrity may be overexposed, 

The celebrity may be overexposed, 

reducing his or her credibility

reducing his or her credibility



The target audience may not be 

The target audience may not be 

receptive to celebrity endorsers

receptive to celebrity endorsers



The celebrity’s behavior may pose 

The celebrity’s behavior may pose 

a risk to the company

a risk to the company

Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.



Figure 6.3 ­ Meaning Movement and

the Endorsement Process



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

10

McGraw-Hill Education.



Source Power



Perceived control

Perceived control



Source Power

Source Power



Perceived concern

Perceived concern



Perceived scrutiny

Perceived scrutiny



Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of

McGraw-Hill Education.