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Beauty and the Beholder: Toward an Integrative Model of Communication Source Effects

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  • Yong-Soon Kang
  • Paul M. Herr

Abstract

We present a framework applicable to market communications that prominently feature the message source, with little or no argumentation. Based on dual-process theories and the recent literatures on resource matching and bias correction, we argue that source effects occur through one or more of the following three processes: peripheral/heuristic processing of source as a cue, central/systematic processing of source as product arguments, and correction of source biases. This three-process model sets boundary conditions for the existing source models (i.e., main-effect models and source-by-product interaction models) and explains negative source effects. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Yong-Soon Kang & Paul M. Herr, 2006. "Beauty and the Beholder: Toward an Integrative Model of Communication Source Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 123-130, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:123-130
    DOI: 10.1086/504143
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