Examining the influence of culture on perceived source credibility of asian americans & the mediating role of similarity

Mariko Morimoto, Carrie La Ferle

Research output: Contribution to journalArticle

30 Citations (Scopus)

Abstract

The current study examines some of the cultural influences for Asian Americans on perceived model credibility. Specifically, the effects of racial congruency and ethnic identification are examined between consumers and ad stimuli as well as the role that similarity plays in the process. The findings reveal that model-consumer racial congruency is an important consideration for enhancing source credibility. However, similarity with the model in terms of values and cultural background was found to mediate the relationship. In contrast to other ethnic groups, strength of ethnic identification did not have a significant impact on Asian Americans' perceptions of source credibility.

Original languageEnglish
Pages (from-to)49-60
Number of pages12
JournalJournal of Current Issues and Research in Advertising
Volume30
Issue number1
DOIs
Publication statusPublished - 2008 Jan 1

ASJC Scopus subject areas

  • Marketing

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