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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(4): 252-260.

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