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)
  1. Values in parentheses represent the standard errors of the means