Investment Management Certificate (IMC) Practice Exam

What are the two key properties of endorser credibility?

1. Expertise and attractiveness

2. Expertise and trustworthiness

3. Attractiveness and similarity

4. Respect and likability

The correct answer is: Expertise and trustworthiness

The two key properties of endorser credibility are expertise and trustworthiness. Expertise refers to the endorser's knowledge, skills, or experience in a relevant area, making them a credible source of information about the product or service being promoted. When an endorser has demonstrated expertise, consumers are more likely to trust their opinion and be influenced by their endorsement. Trustworthiness relates to the perceived honesty and integrity of the endorser. If audiences believe that the endorser is sincere and not merely promoting a product for financial gain, they're more inclined to accept the endorsement and feel positively about the brand. This effective combination of expertise and trustworthiness enhances the overall credibility of the endorser, which can significantly impact consumer behavior and brand perception. The other options may include appealing traits for endorsers, such as attractiveness or likability, but they do not encompass the fundamental aspects of credibility in the way that expertise and trustworthiness do. Attractiveness, while it can enhance the appeal of an endorser, does not necessarily relate to their ability to provide valuable, reliable information. Similarly, respect and likability contribute to an endorser’s overall public persona but fall short of defining their credibility in a substantial or actionable way.