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Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." [1] Academic studies of this topic began in the 20th century and were given a special emphasis during World War II, when the US government sought to use propaganda to influence public opinion in support of the war effort.
Some were attributed to high-credibility sources (like Robert Oppenheimer); others to low-credibility sources (like the Soviet newspaper Pravda). Participants regarded sources with higher credibility more favorably. They attributed this effect to the expertise of the source and the confidence in the sources' sincerity in delivering the message. [8]
Credibility dates back to Aristotle's theory of Rhetoric.Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. He divided the means of persuasion into three categories, namely Ethos (the source's credibility), Pathos (the emotional or motivational appeals), and Logos (the logic used to support a claim), which he believed have the capacity to influence ...
Additionally, research has shown that source credibility has an explicit effect on the bases of power used in persuasion. [7] Source credibility, the bases of power, and objective power, which is established based on variables such as position or title, are interrelated.
Figure A: Normal Decay Figure B: Sleeper Effect. The sleeper effect is a psychological phenomenon that relates to persuasion. It is a delayed increase in the effect of a message that is accompanied by a discounting cue, typically being some negative connotation or lack of credibility in the message, while a positive message may evoke an immediate positive response which decays over time.
By giving participants with negative thought topics, experiment results shows that media modalities, source credibility, and argument quality have significant interactions in attitudes change and elaboration mounts: Within the print mode, the interaction between source credibility and argument quality was the least, partly confirmed that print ...
A majority of social media influencers don’t verify information before sharing it with their audiences, a study published Tuesday by the UN’s scientific and cultural arm found, underscoring ...
Source credibility affects persuasion under conditions of low, but not high, issue-involvement and response-involvement. [1] When economic concerns are predominant, the recipient will likely use heuristic processing to form a judgement about the persuasive argument.