Effects of Mode of Presentation on the Influence of Source Characteristics on Persuasion

Abstract

The purpose of this research was to investigate the effects of mode of presentation on the way in which the source characteristics of likability and expertise influence persuasion. In the context of a study of memory for ads, female college students received an advertisement for a cellular phone, either by audio tape or in writing, after having received information in writing indicating the source had positive or negative valence with respect to likability or with respect to expertise. After exposure to the advertisement, participants indicated their attitude toward the product, rated characteristics of the source, and answered a memory test. It was found that differences in likability of the source had greater impact on persuasion when the message was presented in an audio format than written format, and differences in expertise of the source had greater impact on persuasion when the message was presented in a written format than audio format.