MKTG 347 Chapter Notes - Chapter 6: Syncom, Rational Basis Review, John Schnatter
23 Jan 2017
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Applying trustworthiness: must also find source believable, trustworthy public figures hesitate to endorse products because potential to reputation and image, measures trustworthy, sincere, trendsetter, and influential. Image of trust and honesty, isn"t run by faceless person. Limitations of credible sources: high credibility source not always an asset, low credibility source not always a liability, equally effective when arguing for position opposing owns best interest. Sleeper effect the persuasiveness of a message increases with the passage of time. Source attractiveness: attractiveness encompasses similarity, familiarity, and likability, similarity resemblance between source and receiver of message, familiarity refers to knowledge of source through exposure, likability affection for the source as result of physical appearance, behavior, or other personal traits. If communicator and receiver have similar needs, goals, interests, lifestyles: salespeople match with customers, perceive as themselves more likely to be influenced by his/her message, celebrities, similar people.
