PT  - JOURNAL ARTICLE
AU  - Gerard P. Prendergast
AU  - King Ting Wai
AU  - Wing Yi Cheung
TI  - The Hand, the Bill… or Both?
AID  - 10.2501/JAR-52-1-128-135
DP  - 2012 Mar 01
TA  - Journal of Advertising Research
PG  - 128--135
VI  - 52
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/52/1/128.short
4100  - http://www.journalofadvertisingresearch.com/content/52/1/128.full
SO  - J Advert Res2012 Mar 01; 52
AB  - 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.