The Persuasive Effect of Source Credibility: Tests of Cognitive Response

1978/03/01 by Brian Sternthal, Ruby Dholakia, Ruby Roy Dholakia +1 · 4 citations
Social Sciences · Psychology · #Misinformation and Its Impacts #Communication in Education and Healthcare #Public Relations and Crisis Communication

paper · doi:10.1086/208704

Abstract

Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion.

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