The persuasive effect of source credibility: a situational analysis

Area of Science:

• Communication Studies
• Social Psychology

Background:

• Source credibility significantly influences communication effectiveness.
• Understanding interactive effects is crucial for communication theory.

Purpose of the Study:

• To review interactive effects of source credibility on communication.
• To examine the role of cognitive response and attribution theories.
• To identify conditions where source credibility facilitates, inhibits, or has no effect.

Main Methods:

• Literature review of studies on source credibility.
• Analysis of communication variables and their interaction with source credibility.
• Examination of theoretical frameworks including cognitive response and attribution theories.

Main Results:

• Identified specific situations influencing the persuasive impact of credible sources.
• Demonstrated the explanatory power of cognitive response and attribution theories.
• Advanced a common theoretical language for persuasive communication.

Conclusions:

• Credible sources do not always enhance persuasion; context is key.
• Cognitive response and attribution theories provide valuable frameworks for understanding persuasion.
• A unified theoretical approach can advance mass communication research.