기질적 귀인과 상황적 귀인이 비유명인 증언식 광고에 대한 소비자반응에 미치는 영향

Abstract

This research investigates the role of causal inferences about the endorser``s motivation-specifically, dispositional versus situational attributions-and their impact on persuasion of noncelebrity testimonial advertisements. Based on the correspondent inference theory and the relevant literature, it is posited that consumers will generate predictable patterns of attributional responses to testimonial messages, which in turn ll influence ad and brand evaluations. An experiment with 335 consumer panelists, after a pilot experiment with the college student sample, has been conducted. Results suggest the greater impact of dispositional attributions than situational attributions on persuasion of noncelebrity testimonial messages and general evocations of situational attributions regardless of the levels of endorser credibility and dispositional attributions. On the basis of the findings from this study, theoretical and practical implications are discussed, as are directions for future research.