Which two message source characteristics do consumers associate with credibility?
A) likeability and attractiveness
B) attractiveness and expertise
C) congruency and expertise
D) trustworthiness and likeability
E) expertise and trustworthiness

Question

Quizplus · Accepted Answer

Consumers associate credibility with expertise and trustworthiness. These two characteristics signal to consumers that the message source is knowledgeable and reliable, which makes the message more believable and persuasive. Likeability and attractiveness may also influence consumers' perceptions of the message source, but they are not directly related to credibility. Congruency is important for message effectiveness, but not necessarily for credibility.

Which Two Message Source Characteristics Do Consumers Associate with Credibility