Beauty and the Beholder: Toward an Integrative Model of Communication Source Effects
Journal of Consumer Research · 2006 · Volume 33 · Issue 1
Abstract
We present a framework applicable to market communications that prominently feature the message source, with little or no argumentation. Based on dual-process theories and the recent literatures on resource matching and bias correction, we argue that source effects occur through one or more of the following three processes: peripheral/heuristic processing of source as a cue, central/systematic processing of source as product arguments, and correction of source biases. This three-process model sets boundary conditions for the existing source models (i.e., main-effect models and source-by-product interaction models) and explains negative source effects.
Keywords
Advertising, Attitudes, Cognitive Processes, Communication, Source Effects
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