Authenticity in Obesity Public Service Announcements: Influence of Spokesperson Type, Viewer Weight, and Source Credibility on Diet, Exercise, Information Seeking, and Electronic Word-of-Mouth Intentions

Abstract

This study examined the joint influence of spokesperson type in obesity public service announcements (PSAs) and viewer weight on diet intention, exercise intention, information seeking, and electronic word-of-mouth (eWoM) intention. Results of a 2 (spokesperson type: real person vs. actor) × 2 (viewer weight: overweight vs. non-overweight) between-subjects experiment indicated that overweight viewers who saw the PSA featuring the real person had the highest diet intention, exercise intention, information seeking, and eWoM intention. Parasocial interaction was also found to mediate the relationships between spokesperson type/viewer weight and two of the dependent variables: diet intention and exercise intention. In addition, viewers who saw the PSA featuring the real person rated the spokesperson as significantly higher on source credibility (trustworthiness, competence, and goodwill) than those who saw the PSA featuring the actor.