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Journal of Advertising Volume 19, 1990 - Issue 1
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Source Expertise, Time of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective

Pamela M. Homer
&
Lynn R. Kahle
Pages 30-39 | Received 06 Jan 1989, Accepted 05 Sep 1989, Published online: 29 May 2013
 
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Abstract

The interactive role of source expertise, time of source identification, and involvement was examined in an experiment on advertising effectiveness. In general, findings support an elaborative processing explanation. A three-way interaction among the manipulated variables emerged in the study, which utilized print advertisement stimuli. The findings also suggest that the source expertise information was processed more as a central persuasion cue than as peripheral information. Managerial implications are offered.

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