Marketing Tools

Paper Summary:

This paper suggests a research methodology to isolate and examine the hypothesis that the use of experts as spokespeople can positively influence the subjective evaluation of consumer towards product quality.

From the Paper:

"To what degree does the perceived expertise of a product spokesperson influence subjective evaluations of tangible products by consumers? What value does using "experts" in the marketing process confer to the communication of how company A's product is better then company B's product? Many people believe that all you have to do to persuade an audience that product A is better then product B is to declare yourself an expert in the general product category. This "expertise" has been in the U.S. for many years for marketing everything from wine to snake oil. Studies have been done supporting the theory that expertise has a large impact in persuasion (Harmon & Coney, 1982) whereas other studies have found that expertise has little impact (Benoit, 1991)."

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