TY - JOUR T1 - The Hand, the Bill… or Both? JF - Journal of Advertising Research JO - J Advert Res SP - 128 LP - 135 DO - 10.2501/JAR-52-1-128-135 VL - 52 IS - 1 AU - Gerard P. Prendergast AU - King Ting Wai AU - Wing Yi Cheung Y1 - 2012/03/01 UR - http://www.journalofadvertisingresearch.com/content/52/1/128.abstract N2 - Handbills are paper advertisements that are distributed by hand to pedestrians. What roles do the credibility of the distributor and the credibility of the handbill have in the probability that a handbill offered will be accepted? Street intercept interviews with 223 pedestrians in Hong Kong showed that distributor credibility positively predicted handbill acceptance, but the credibility of the handbill itself mediated this relationship. Environmental concerns moderated the relationship between handbill credibility and handbill acceptance. The findings are discussed in terms of their implications for advertisers, and a platform is sketched for future researchers to build on. ER -