Street Credibility: What Is It? Who Has It? Why Is It So Appealing to Diverse Consumer Groups?

Delancy Bennett, University of Massachusetts, USA
William Diamond, University of Massachusetts, USA
Traditional theories of endorser credibility do not explain the great attraction of street credible endorsers to advertisers and diverse segments of consumers. This paper uses grounded theory analysis and interviews with inner-city and non-inner-city populations to define street credibility and explain its appeal to different consumer populations.
[ to cite ]:
Delancy Bennett and William Diamond (2012) ,"Street Credibility: What Is It? Who Has It? Why Is It So Appealing to Diverse Consumer Groups?", 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: 1017-1018.