TY - JOUR T1 - The Effects of Expert and Consumer Endorsements on Audience Response JF - Journal of Advertising Research JO - J Advert Res SP - 402 LP - 412 DO - 10.1017/S0021849905050452 VL - 45 IS - 4 AU - Alex Wang Y1 - 2005/12/01 UR - http://www.journalofadvertisingresearch.com/content/45/4/402.abstract N2 - 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. ER -