Mousetrap Corp.'s new advertisements feature Harris, a celebrity. Harris endorses the firm's products and claims that the products work wonders. Some consumers who were dissatisfied with the firm's products view the ad and think that he had been paid to present a positive picture of Mousetrap Corp. In this scenario, the consumers' responses are examples of _____.
A) the endowment effect
B) source attractiveness
C) source derogations
D) the sleeper effect
E) one-sided messages

Question

Quizplus · Accepted Answer

The consumers' responses are an example of source derogations, where they doubt the credibility or motives of the celebrity endorser and believe that he is presenting a biased perspective due to payment by the firm.