Marketers who try to select spokespeople whose traits will maximize their message influence are concerned about their credibility. The two important dimensions associated with credibility are:

Question

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The two important dimensions associated with credibility are expertise and trustworthiness. Expertise refers to the knowledge or skills that the spokesperson has in relation to the product or message being promoted, while trustworthiness refers to the degree to which the spokesperson is viewed as honest, sincere, and believable. Together, expertise and trustworthiness are essential for building credibility and enhancing the persuasive impact of the message.

Marketers Who Try to Select Spokespeople Whose Traits Will Maximize