Examining the influence of culture on perceived source credibility of asian americans & the mediating role of similarity

The current study examines some of the cultural influences for Asian Americans on perceived model credibility. Specifically, the effects of racial congruency and ethnic identification are examined between consumers and ad stimuli as well as the role that similarity plays in the process. The findings reveal that model-consumer racial congruency is an important consideration for enhancing source credibility. However, similarity with the model in terms of values and cultural background was found to mediate the relationship. In contrast to other ethnic groups, strength of ethnic identification did not have a significant impact on Asian Americans' perceptions of source credibility.