FAU Undergraduate Student Research

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Challenging Source Effects Theory: The Case of High-Technology Computers

Type: Text

Year: 2017, 2017, 2017, 2017

Member of: FAU Undergraduate Student Research

Contributors: Simon, Judie, Smith, Allen E.

Publisher: Florida Atlantic University

Description: Consumer insights and persuasion theories enable advertisers to make better message strategy decisions. In recommending message strategy for high technology products, existing source effects theory appears challenged by insights into the freshman college student market. Traditional theory posits credible spokespersons (e.g., trained experts) be used in advertising complex products, such as… more

Full Text: Challenging Source Effects Theory: The Case of High-Technology Computers Judie Simon, Mentor: Dr. Allen Smith, College of Business Advertisement Background and Literature Review Persuasive advertising is most effective when it relates to the needs, …