Which of the following statements is true about spokespersons?
A) When message comprehension is low, the expertise of the spokesperson has little impact on the receiver's attitude.
B) A physically attractive model always enhances message credibility.
C) Consumers with strong ethnic identities are more likely to be persuaded by endorsers with similar ethnicity than individuals with weaker ethnic identities.
D) The endorser's credibility substitutes for corporate credibility, therefore, companies are sure to hire highly credible spokespeople to overcome the lacking credibility of the company itself.
E) As long as a celebrity is giving the testimonial, it doesn't matter whether or not the specific wording of the endorsement lies within the recognized competence of the spokesperson.

Question

Quizplus · Accepted Answer

Statement C is true because consumers often identify more strongly with endorsers who share similar ethnic backgrounds, especially when they have a strong sense of their own ethnic identity. This shared identity can make the message more persuasive.

Which of the Following Statements Is True About Spokespersons