experts -> more credible Bochner & Inkso 1966
· asked students to indicate how much sleep is healthy
· most said approx 8 hours
· then asked one expert and one non-expert to give their opinion
· most students were swayed to be closer to the experts opinion, even when the experts op seemed extreme.
The use of celebrity endorcements can be particularly affective when used as part of the 'pherical route' to persuasion. 'halo effect' . Research support- morton and campbell 2008
· examined the effect of information source on peers' attitudes towrads an unfamiliar child with autism.
· children (mean age 10) recieved info from different sources (parent/teacher/doctor)
· children reported favourable attitudes when the info was provided by extra-familial sources.
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