Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product
Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product
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产品专业知识与专业知识：代言人选择的专业与代言产品之间的一致性
DOI：
10.1057/jt.2008.8
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发表时间：
2008
期刊：
影响因子：
--
通讯作者：
Thomas D. Jensen
中科院分区：
文献类型：
--
作者：
J. Siemens;Scott Smith;D. Fisher;Thomas D. Jensen
本研究旨在探讨个体能否区分专业相关专长与非专业相关专长，以及这种区分对感知可信度的影响。一项实验研究探讨了代言人的专业知识与其专业知识之间的一致性和从产品使用中获得的专业知识与其专业知识之间的一致性。主题能够作出区分，产品一致性影响这两种类型的感知专业知识。一致性对态度的影响是通过知觉代言人可信度来中介的。当使用熟悉的代言人，品牌的态度更有利的产品是一致的代言人的职业。另一方面，当代言人不熟悉时，品牌态度不会受到一致性的影响。令人惊讶的是，无论是代言人的感知产品的专业知识和专业知识，在他们的职业是较低的代言时，不一致的产品。
The purpose of this study was to investigate whether individuals could distinguish between profession-related expertise and nonprofession-related expertise, and the implications of this distinction on perceived credibility. An experimental study investigated the effects of congruency between an endorser's expertise related to their profession and the expertise gained from product usage not related to their profession. Subjects were able to make the distinction, and product congruency affected both types of perceived expertise. The effect of congruency on attitudes was mediated by perceived endorser credibility. When using a familiar endorser, brand attitudes were more favourable when the product was congruent with the endorser's profession. On the other hand, brand attitudes were not as affected by congruency when the endorser was unfamiliar. Surprisingly, both an endorser's perceived product expertise and expertise within their profession were lower when endorsing an incongruent product.