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- W160321402 abstract "In this article we examine how a consumer's susceptibility to informative influence (SII) affects the effectiveness of consumer testimonials in print advertising. More specifically, we show that consumers that are high in SII and that seek consumption-relevant information from other people are more influenced by the strength of the testimonial information than the strength of the attribute information. Conversely, consumers low in SII place greater emphasis on the strength of the attribute information when forming their evaluations. Our results show that consumer psychological traits can have an important impact on the acceptance of testimonial advertising. Theoretical and managerial implications of our findings are discussed." @default.
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- W160321402 date "2007-05-25" @default.
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- W160321402 title "The Impact of Susceptibility to Normative Influence on the Effectiveness of Consumer Testimonials" @default.
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