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Communicator credibility and persuasian.

J McGarry1, C Hendrick

  • 1Department of Psychology, Kent State University, 44242, Kent, Ohio.

Memory & Cognition
|November 12, 2013
PubMed
Summary
This summary is machine-generated.

Speaker credibility influences audience perception, but not always persuasion. This study found speaker vested interest, social similarity, and topic position impacted credibility, yet persuasion remained unaffected due to high audience ego involvement.

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Area of Science:

  • Social Psychology
  • Communication Studies

Background:

  • Previous research indicates a positive correlation between communicator credibility and persuasiveness.
  • The influence of speaker characteristics and audience factors on persuasion requires further investigation.

Purpose of the Study:

  • To examine how speaker vested interest, advocated position, and social similarity affect credibility attributions.
  • To determine if these factors influence speaker persuasiveness, challenging prior findings.

Main Methods:

  • A 2x2x2 factorial design experiment was employed.
  • Participants (Ss) evaluated speeches attributed to speakers varying in social similarity (student vs. townie), vested interest (office-seeker vs. opinion-giver), and advocated position (pro/con student voting rights).

Main Results:

  • Speaker social similarity, vested interest, and advocated position significantly influenced credibility attributions.
  • Contrary to expectations, persuasion was largely independent of perceived credibility variations.

Conclusions:

  • While credibility attributions are malleable based on speaker and message factors, they may not directly translate to persuasion.
  • High ego involvement of the audience in the topic (student voting rights) may decouple credibility from persuasion.