Advertising's low credibility relative to other types of messages is not unexpected. People are just naturally resistant to being persuaded. The bottom line is that advertising works. Through sound strategy and creative execution, advertisers can clear the believability hurdle and persuade effectively. In addition to messages carried through the media, we should not ignore that people are often the most powerful sources of buying influence.
Word of mouth is, after all, the oldest form of advertising.
The chart on the left indicates that a recommendation from a friend carries more weight than just about any other source. Among married respondents, both men and women agree that the wife has more influence on selecting a restaurant, deciding which brand of clothing to buy, and where to shop. Both sexes recognize that husbands take the lead when selecting a computer or a new car. Other decisions are shared evenly. Both spouses feel they have an equal say in choosing a vacation destination or which TV show to watch.