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

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
high-technology computers. However, findings of
our experiment contested existing theory by revealing
that although newly-entering freshman believed
experts provided more cognitive information about
a high-tech computer, they questioned their ability
to understand and use expert advice in selecting
the best computer. Moreover, results indicated that
a referent - an upper-class college student - would
be more able to convey a computer’s: 1) usefulness,
2) relatedness, and 3) association with the freshmen
college experience. Finally, the referent out performed
a celebrity in source likeability. The experiment
used a manipulation check, questionnaire
pretest, a survey, chi-square method, and consent
form.