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Research Details

Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?, Journal of Consumer Research

Abstract

A low credibility source induced a more positive attitude toward his advocacy than did a highly credible source when message recipients' own behavior served as a cue for determining their attitudes. In contrast, when the behavioral cue was absent, a highly credible source did not have an adverse effect on individuals' attitudes or behavior. These findings are interpreted in terms of self-perception theory and cognitive response analysis.

Type

Article

Author(s)

RubyRoy Dholakia, Brian Sternthal

Date Published

1977

Citations

Dholakia, RubyRoy, and Brian Sternthal. 1977. Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?. Journal of Consumer Research. 3(4): 223-233.

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