Pre-Purchase Attribute Verifiability, Source Credibility, and Persuasion

44 Pages Posted: 24 Jan 2001

See all articles by Shailendra Pratap Jain

Shailendra Pratap Jain

University of Washington

Steven S. Posavac

Vanderbilt University - Marketing

Date Written: December 1999


Recent research has found that search and experience attribute claims are processed differently by consumers, with search attribute claims typically being more believable than experience attribute claims. It is, however, routinely the case that marketers desire to promote a product by making a claim featuring an experience attribute. The marketing literature has largely neglected the issue of how to enhance persuasion of experience attribute claims. The purpose of this research was to fill this void. We reason that source credibility impacts the receipt of experience claims and search claims differently and then report results of two experiments featuring two different types of sources in the context of two different categories which suggest that a source high in credibility can be employed to make experience claims more persuasive. The contributions our study makes to the persuasion literature and avenues for future research are discussed.

Suggested Citation

Jain, Shailendra Pratap and Posavac, Steven S., Pre-Purchase Attribute Verifiability, Source Credibility, and Persuasion (December 1999). Simon Business School Working Paper No. MS 99-01. Available at SSRN: or

Shailendra Pratap Jain (Contact Author)

University of Washington

Seattle, WA 98195
United States

Steven S. Posavac

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

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