The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
2004/02/01 by Chanthika Pornpitakpan · 80 citations
Social Sciences · Business, Management and Accounting · #Digital Marketing and Social Media #Misinformation and Its Impacts #Consumer Behavior in Brand Consumption and Identification
paper · pdf · doi:10.1111/j.1559-1816.2004.tb02547.x
Abstract
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.
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