John is watching television and sees a commercial in which LeBron James is endorsing a pair of basketball shoes.John thinks to himself,"Boy,is LeBron ever juvenile and obnoxious.I wouldn't buy anything he promotes." This is an example of a:
A) counterargument
B) support argument
C) source derogation
D) message blockage

Question

Quizplus · Accepted Answer

This is an example of source derogation, which refers to the process of discrediting the spokesperson or endorser of a product in order to decrease the effectiveness of the message. In this case, John is discrediting LeBron James as a spokesperson, which may impact his attitude towards the product being promoted.

John Is Watching Television and Sees a Commercial in Which