Do dispositional attributions regarding peer endorsers influence product evaluations?

The effect of a peer endorsement advertisement on research participants' attitudes toward the advertised product was examined. An advertisement for a Seiko watch and a questionnaire were administered to participants. The degree of dispositional attributions regarding the endorser's motivation and participants' subsequent attitudes associated with the Seiko watch were measured. In addition, other factors that might affect product evaluation were measured. Whether product evaluation could be accounted for by correspondence bias was investigated. The results showed that the degree of dispositional attributions correlated with product evaluations. There was no correspondence bias. Possible causes for the lack of correspondence bias are discussed and a model suggesting factors accounting for participants' product evaluations is presented.