The Impact of Dispositional versus SituationalAttributions on Consumer Responses to Non-celebrityTestimonial Advertising

Abstract

This research investigates the role of causal inferences on the endorser’s motivation - specifically, dispositional versus situational attributions - and their impact on the persuasion of non-celebrity testimonial advertisements. Based on the correspondent inference theory and the relevant literature, it is posited that consumers will generate predictable patterns of attribution responses to testimonial messages, which in turn will influence ad and brand evaluations. An experiment with 335 consumer panelists, after a pilot experiment with a sample of college students, has been conducted. Results suggest the greater impact of dispositional attributions than situational attributions on the persuasion of non-celebrity testimonial messages and general evocations of situational attributions regardless of the levels of endorser credibility and dispositional attributions. On the basis of this study’s findings, theoretical and practical implications are discussed, as are directions for future research.