The Impact of Dispositional versus SituationalAttributions on Consumer Responses to Non-celebrityTestimonial Advertising

다국어 초록 (Multilingual Abstract)

This research investigates the role of causal inferences on the endorser’s motivation -
specifically, dispositional versus situational attributions - and their impact on the persuasion of
non-celebrity testimonial advertisements. Based on the correspondent inference theory and the
relevant literature, it is posited that consumers will generate predictable patterns of attribution
responses to testimonial messages, which in turn will influence ad and brand evaluations. An
experiment with 335 consumer panelists, after a pilot experiment with a sample of college
students, has been conducted. Results suggest the greater impact of dispositional attributions than
situational attributions on the persuasion of non-celebrity testimonial messages and general
evocations of situational attributions regardless of the levels of endorser credibility and dispositional
attributions. On the basis of this study’s findings, theoretical and practical implications are
discussed, as are directions for future research.

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