The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
書誌事項
- 公開日
- 2004-02
- 権利情報
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- http://onlinelibrary.wiley.com/termsAndConditions#vor
- DOI
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- 10.1111/j.1559-1816.2004.tb02547.x
- 公開者
- Wiley
この論文をさがす
説明
<jats:p>This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high‐ or a low‐credibility source and secondarily to identify areas for future research. The main effect studies of source credibility on persuasion seem to indicate the superiority of a high‐credibility source over a low‐credibility one. Interaction effect studies, however, show source credibility to be a liability under certain conditions. The variables found to interact with source credibility are categorized into 5 categories: source, message, channel, receiver, and destination variables. The most heavily researched variables have been the message and receiver variables. Implications for marketers/advertisers and suggestions for future research are discussed.</jats:p>
収録刊行物
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- Journal of Applied Social Psychology
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Journal of Applied Social Psychology 34 (2), 243-281, 2004-02
Wiley