Who to Choose? Source Credibility and Attractiveness of Endorsers in the 2008 Presidential Primaries

Pamela Grimm, Kent State University, USA
Hyunjung Lee, Kent State University, USA
Neslihan Yilmaz, Kent State University, USA
This research examines endorsements in the 2008 presidential primary elections. Four categories of endorsers are identified and examined within the Source Credibility framework. Results show that categories vary significantly in terms of perceived credibility with politicians viewed as most credible (4.9), followed by newspapers (4.32), interest groups (4.24) and celebrities (3.61). These results mirror the importance rating of specific endorsers representing each of the categories. Source Attractiveness is also used to examine subjects’ evaluation of celebrity endorsers. There is a significant relationship between celebrity attractiveness and evaluation of the celebrity’s importance as an endorser (r = .41, p
[ to cite ]:
Pamela Grimm, Hyunjung Lee, and Neslihan Yilmaz (2009) ,"Who to Choose? Source Credibility and Attractiveness of Endorsers in the 2008 Presidential Primaries", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 866-867.