The Effects of Spokes-Characters' Personalities of Food Products on Source Credibility

Personified spokes-characters can be created and controlled in ways in which advertisers want to establish and maintain the images and personalities of the food products. This research explores the relationships between spokes-characters' personality dimensions and source credibility dimensions, including expertise, trustworthiness, and attractiveness. The overall findings suggest that different spokes-character personality dimensions influence the source credibility dimensions differently and that both sincerity and competence are the two most significant spokes-character personality dimensions to increase the levels of source expertise, trustworthiness, and attractiveness.