The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Journal of Consumer ResearchPublished 1 March 1978
Brian Sternthal, Ruby Roy Dholakia, Clark Leavitt
Citations524
SJR quartileQ1
SJR score8.56
SNIP3.32
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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.
Keywords
PsychologySocial Sciences
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