Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Do dispositional attributions regarding peer endorsers influence product evaluations?

Kim André Sørum1, Kjetil Marius Grape, David Silvera

  • 1University of Tromsø, Department of Psychology, Norway.

Scandinavian Journal of Psychology
|February 27, 2003
PubMed
Summary

Peer endorsements influence product attitudes, with dispositional attributions correlating with evaluations. However, this study found no evidence of correspondence bias in advertising effectiveness.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

LIV Well when Life Is Limited: Technology to Support Independence at Home.

Studies in health technology and informatics·2024
Same author

Are oral, obsessive, and hysterical personality traits related to disturbed eating patterns? A general population study of 6,313 men and women.

Journal of personality assessment·2002
See all related articles

Area of Science:

  • Consumer Psychology
  • Social Psychology
  • Marketing Research

Background:

  • Peer endorsement advertisements are common marketing tools.
  • Understanding how endorsements affect consumer attitudes is crucial for marketing effectiveness.

Purpose of the Study:

  • To examine the effect of peer endorsement advertisements on consumer attitudes.
  • To investigate the role of dispositional attributions and correspondence bias in product evaluation.

Main Methods:

  • Participants viewed a Seiko watch advertisement.
  • Measures included dispositional attributions, product attitudes, and other product evaluation factors.
  • Correspondence bias was assessed.

Main Results:

Related Experiment Videos

  • The degree of dispositional attributions positively correlated with product evaluations.
  • No correspondence bias was found in relation to product evaluation.
  • Several factors influencing product evaluation were identified.

Conclusions:

  • Dispositional attributions are linked to how consumers evaluate endorsed products.
  • Correspondence bias does not appear to significantly impact product evaluation in this context.
  • A model is proposed to explain factors influencing consumer product evaluations.