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Monroe, Kent B. Caudill, Eve Martha 2011-05-07T12:36:58Z 2011-05-07T12:36:58Z 10000-01-01 1995 This dissertation research examines consumer skepticism and the possible mitigating effect of credibility on consumers' behavior in the marketplace. Of particular interest to this research is the interaction between the credibility of a set of information and consumers' skepticism toward a health claim nestled within that information set. Two research streams posit different types of consumer behavior. One stream of research suggests that consumers respond with skepticism to health claims, because these claims can be difficult to verify. Concomitant with this stream of thought is that consumers' response to skepticism is information search. A second research stream suggests that the credibility of the various components of the information set may change this expected model of consumer behavior. This stream of research suggests that the increased credibility of an information set may lead to increased purchase intentions. Thus, we posit that consumers' skepticism may be lessened by the credibility of the information set surrounding a health claim and may lead to increased purchase intentions rather than to information search. Credibility is manipulated through three variables: sponsor reputation, information channel, and information type. Sponsor reputation consists of the reputation of the company disseminating the information; information media consists of package labels and advertisements; and information type consists of numeric and verbal information. The relationships among these variables were tested using Lisrel. Made available in DSpace on 2011-05-07T12:36:58Z (GMT). No. of bitstreams: 2 license.txt: 4922 bytes, checksum: 910b249b4beec47e7ab768910c8f966f (MD5) 9543547.pdf: 11044237 bytes, checksum: f65799f6cc49da6137534cdab4a88e2b (MD5) Previous issue date: 1995 Item marked as restricted to the 'UIUC Users [automated]' Group (id=2) by Howard Ding (hding2@illinois.edu) on 2011-05-07T14:43:22Z Item is restricted indefinitely. Restriction data tranferred 2014-07-01T11:18:58-05:00 Original Data Group with Access UIUC Users [automated] Release Date: none Reason: ETDs are only available to UIUC Users without author permission ETDs are only available to UIUC Users without author permission U of I Only AAI9543547 (UMI)AAI9543547 http://hdl.handle.net/2142/20359 eng Copyright 1995 Caudill, Eve Martha Business Administration, Marketing Economics, Commerce-Business Mass Communications Health claims and consumer skepticism: The influencing effects of information type, sponsor reputation, and information channel text Business Administration Business Administration University of Illinois at Urbana-Champaign Dissertation Ph.D.