Communication Source In Literature

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Persuasiveness of Communication Source and Mode on Consumer Adoption of Innovations – A Slice of literature
Term Paper by Chandramohan Karthikeyan
Abstract : The recent advances in technology have made available a plethora of communication channels through which consumers can be reached. Each communication channel has its pros and cons. The channel along with the source of the message can act as a very powerful persuader. An attitudinal change can lead to behavior. This paper brings together the literature on the communication channel and the communication source.
Communication is defined as the “the imparting or exchange of information by speaking, writing or using some other medium”. A model of communication was first formulated
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Extant literature on consumer information search helps to identify the types of consumer communication sources that might be related to the adoption of technological innovations. Although a variety of external information sources have been introduced in the consumer behavior literature, the three major societal sources of information have been identified as marketer-provided (e.g., corporation, industry), independent third-party (e.g., government, independent agencies), and inter-personal (e.g.. family, friends)(J. Lee & Hogarth, 2000; Mazis, Staelin, Beales, & Salop, 1981; Newman & Staelin,…show more content…
In addition, he found that perceived credibility leads to a greater number of favorable consumer thoughts about the product. In another recent study conducted by Goldberg and Hartwick (1990) the credibility of a sponsoring corporation had a significant positive effect on product evaluation. Keller and Aaker (1992) found that company credibility and fit have a significant effect on product evaluations for brand extensions. In general, the research seems to indicate that the greater the credibility a consumer attributes to the source presenting the message, the more favorable their attitudes about key product beliefs.
Ohanian (1990, 1991) defines source credibility by three dimensions, adapted from Hovland et al. (1953) and Berlo et al. (1969): attractiveness, expertise, and trustworthiness. Munter (1986, 1987) defines source credibility by five dimensions: goodwill, morality and fairness, expertise, rank and image. Though the Berlo (1969), Ohanian (1990, 1991) and Munter (1986, 1987) theories appear to differ substantially, Kenton (1989) claims that many of the differences are merely semantic
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