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