Relationship between Source Expertise and Source Similarity in an Advertising Context

Abstract

A review of past research on the persuasive effects of source expertise and source similarity reveals inconsistent results. In an effort to provide more direction for advertisers and other communicators, insight into source effects was sought through examining the relationship between source expertise and source similarity. Results revealed that there is no underlying relationship between expertise and similarity. The presence of one source characteristic does not impact the other source characteristic. As a result, the advertiser's decision relating to what type of communication source to use remains an important one. In view of these findings and past research, future research directions are identified.