Question

Advertisements for hygiene products like toothpaste and soap tend to feature doctors as spokespersons endorsing the products.Consumers perceive these doctors to possess a substantial knowledge on health and hygiene.Which of the following characteristics of the message source is represented by this example?A) ExpertiseB) CongruityC) VisibilityD) AttractivenessE) Simplicity

Answer 1

Answer: A.) Expertise

Explanation: The endorsement usually offered by doctors during advert placement on products in the hygiene category such as soap, toothpaste and sanitary products is used to denote expertise. Doctors are well known and highly revered in areas of medicine including hygiene and health, there endorsement of such products is much likely to lead to higher approval rate among consumers and thus success of the product than endorsement offered by non-health or hygiene professional such as a banker.