This study researches differences in the constructs of credibility for four commonly-used types of endorsers with the objective of identifying those factors that subjects use in evaluating the credibility of product endorsers and determining the relative importance of each. The experiment utilized a balanced incomplete block design; subjects reviewed actual advertisements pre-categorized into endorser groups by the researchers. The study indicated that different variables are important to varying degrees in contributing to credibility for the different endorser categories, with expertise and trustworthiness providing significant relative contributions for all endorser categories.Business Administratio
