Northwestern Kellogg logo

Take Action

Home | Faculty & Research Overview | Research

Research Details

The persuasive effects of source credibility: Tests of cognitive response, Journal of Consumer Research

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.

Type

Article

Author(s)

Brian Sternthal, RubyRoy Dholakia, Clark Leavitt

Date Published

1978

Citations

Sternthal, Brian, RubyRoy Dholakia, and Clark Leavitt. 1978. The persuasive effects of source credibility: Tests of cognitive response. Journal of Consumer Research.(4): 252-260.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more