TY - JOUR
AU1 - Ratneshwar,, S.
AU2 - Chaiken,, Shelly
AB - Abstract A study of reactions to a novel product attributed the invention to either an expert or a novice. Comprehension of the product description was manipulated by varying information exposure time (Study 1) and contextual prior knowledge (Study 2). As predicted by the heuristic-systematic model, comprehensibility moderated the persuasive impact of source expertise. When comprehension was low, subjects relied on the inventor's expertise in forming their attitudes toward the product, but when comprehension and, hence, systematic processing were higher, source expertise had no impact on subjects' attitudes. In a pilot study, however, subjects attributed comprehensibility to the source and derogated incomprehensible communications. This content is only available as a PDF. Author notes * S. Ratneshwar is assistant professor of marketing, College of Business Administration, University of Florida, Gainesville, FL 32611. Shelly Chaiken is professor of psychology, New York University, New York, NY 10003. The authors thank Gail Seeger and Dawn Wilson for their help in data collection and analyses, and they are also grateful for the comments and suggestions of Joe Alba, John Bransford, William Smith, and the three anonymous reviewers. This research was partially supported by National Institute of Mental Health grant R01-MH43299 to Shelly Chaiken. © 1991 by JOURNAL OF CONSUMER RESEARCH, Inc.
TI - Comprehension's Role in Persuasion: The Case of Its Moderating Effect on the Persuasive Impact of Source Cues
JF - Journal of Consumer Research
DO - 10.1086/209240
DA - 1991-06-01
UR - https://www.deepdyve.com/lp/oxford-university-press/comprehension-s-role-in-persuasion-the-case-of-its-moderating-effect-rMNaAJiwkP
SP - 52
EP - 62
VL - 18
IS - 1
DP - DeepDyve
ER -