The factor structure of source credibility as a function of the speaking situation
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Abstract
This study investigated the factor structure of source credibility within the context of three situations in which communication typically occurs. The study tested the hypothesis that the situation in which the speaker communicates will influence the receiver's perception of the dimensions underlying the credibility of that speaker. The results indicated that the factor structure of source credibility across situations was variant. The scales used to measure the factors of trustworthiness and expertness may reflect more than one perceptual element for the receiver. The study indicated further that different types of communication in the same situation yield different source credibility factor structures.