Did Not Expect It From You! the Effect of Source Typicality on Perceived Message Originality

What makes a message appear original? We suggest that the same message may appear more original when its source is a-typical rather than typical. For example, a pro gun-rights message appears more original when advocated by a Democrat than by a Republican. Perceived originality, consecutively, affects persuasion and WOM intentions.



Citation:

Edith Shalev and Kim Laronne (2018) ,"Did Not Expect It From You! the Effect of Source Typicality on Perceived Message Originality", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 187-188.

Authors

Edith Shalev, Technion, Israel Institute of Technology, Israel
Kim Laronne, Technion, Israel Institute of technology, Israel



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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