Table 1 Mean credibility ratings as a function of a priori credibility (high, low) and source in Studies 1 (advertisement, brand testing) and 2 (advertisement, unknown, brand testing)
From: Source memory for advertisements: The role of advertising message credibility
| Experiment 1 | Experiment 2 | |||||||
|---|---|---|---|---|---|---|---|---|
|
High a priori credibility |
Low a priori credibility |
High a priori credibility |
Low a priori credibility | |||||
| Presentation phase | ||||||||
| Advertisement | 0.66 | (0.06) | -1.56 | (0.06) | 0.71 | (0.06) | -1.40 | (0.07) |
| Unknown | 0.83 | (0.06) | -1.48 | (0.07) | ||||
| Brand testing | 1.37 | (0.05) | -1.13 | (0.07) | 1.20 | (0.06) | -1.16 | (0.08) |
| Test phase | ||||||||
| Advertisement | 0.64 | (0.06) | -1.65 | (0.06) | 0.63 | (0.06) | -1.51 | (0.07) |
| Unknown | 0.65 | (0.06) | -1.54 | (0.07) | ||||
| Brand testing | 0.91 | (0.05) | -1.46 | (0.06) | 0.72 | (0.06) | -1.49 | (0.07) |