Credibility of a source (e.g., a popular footballer shown in an ad) includes which of the following?
A) The extent to which the source is found to be humorous
B) The expertise and trustworthiness of the source
C) The extent to which consumers admire a brand
D) The number of times the ad is shown in the media

Question

Quizplus · Accepted Answer

Credibility of a source in advertising or any form of communication largely depends on the perceived expertise and trustworthiness of the source. This means that if the audience believes the source knows what they are talking about (expertise) and can be relied upon to give honest and unbiased information (trustworthiness), then the source is considered credible.

Credibility of a Source (E