Cigarette smoking: effect on perceptions of source credibility

This study examined the effect of cigarette smoking on the perceptions of source credibility. A sample of smokers and nonsmokers were recruited (N = 272) and randomly assigned to view one of four versions of a photograph: male with cigarette, female with cigarette, male without cigarette, and female without cigarette. Perceptions of the photographs were then recorded using a credibility scale. Nonsmoking models were rated significantly higher than smokers in competency, character, and composure while smoking models received significantly higher marks than nonsmokers in extroversion.