Abstract
Abstract A cognitive consistency model, based upon signed-digraph analysis, was developed to examine systematically the use of product endorsers in advertisements. On the basis of an integration of the literatures on balance theory, source effects, and attribution theory, a series of predictions which delineate a group of factors relevant to the successful use of endorsers are deduced. While noting that the predictions require empirical testing, the paper shows that in many cases they parallel the advice of professional advertisers. The paper groups the predictions into a tentative table of guidelines for the successful use of endorsers.
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