Fostering Advocacy: the Unexpected Role of Source Expertise in Intentions to Persuade Others

Lauren Cheatham, Stanford University, USA
Zakary Tormala, Stanford University, USA
The present research suggests that when consumers are exposed to arguments with low (versus high) source expertise they are more (less) likely to advocate. In two studies we show that low source expertise paradoxically predicts an increased likelihood to advocate and that this finding is mediated by argument efficacy.
[ to cite ]:
Lauren Cheatham and Zakary Tormala (2014) ,"Fostering Advocacy: the Unexpected Role of Source Expertise in Intentions to Persuade Others ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 776-776.