PT  - JOURNAL ARTICLE
AU  - Alex Wang
TI  - The Effects of Expert and Consumer Endorsements on Audience Response
AID  - 10.1017/S0021849905050452
DP  - 2005 Dec 01
TA  - Journal of Advertising Research
PG  - 402--412
VI  - 45
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/45/4/402.short
4100  - http://www.journalofadvertisingresearch.com/content/45/4/402.full
SO  - J Advert Res2005 Dec 01; 45
AB  - This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.