The Moderating Role of Situational Consumer Skepticism Towards Sustainability Claims in the Effectiveness of Credibility Signals

Bonnie Simpson, University of Calgary, Canada
Scott Radford, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
This research explores boundary conditions of credibility signals in skeptical environments. The impact of situational skepticism is examined on the credibility of information source and message origin. We show that when the message originates internally, situational skepticism moderates source credibility and attitude certainty, resulting in less certainty in product attitudes.
[ to cite ]:
Bonnie Simpson, Scott Radford, and Mehdi Mourali (2012) ,"The Moderating Role of Situational Consumer Skepticism Towards Sustainability Claims in the Effectiveness of Credibility Signals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1126-1126.