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ABSTRACT This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences9 attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences9 behavioral intents when audiences are already interested in the endorsed product.
Xuequn Wang (Thu,) studied this question.
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