Lay concepts of source likeability, trustworthiness, expertise, and power: A prototype analysis

Area of Science:

• Social Psychology
• Communication Studies
• Marketing Science

Background:

• Traditional persuasion research often uses researcher-generated examples for source characteristics (likeability, trustworthiness, expertise, power).
• This method risks misaligning researcher and audience perceptions and may unintentionally influence multiple characteristics.
• Existing methods can be topic- or time-specific, potentially limiting generalizability.

Purpose of the Study:

• To develop a methodological tool for persuasion researchers to improve construct and external validity.
• To conduct a prototype analysis of four traditional source characteristics: likeability, trustworthiness, expertise, and power.
• To provide a bottom-up understanding of how recipients perceive sources and their interrelationships.

Main Methods:

• A prototype analysis was employed to examine lay perceptions of source characteristics.
• This bottom-up approach contrasts with traditional researcher-generated exemplar methods.
• The study focused on likeability, trustworthiness, expertise, and power.

Main Results:

• The prototype analysis offered insights into recipient perceptions of source characteristics.
• It revealed the relationships between different source characteristics as understood by recipients.
• This method provides a more nuanced understanding compared to prior approaches.

Conclusions:

• A bottom-up understanding of source characteristics is crucial for enhancing persuasion research.
• This approach allows for the development of more effective and broadly applicable manipulation strategies.
• Future research can utilize this method to create manipulations that isolate effects and transcend specific contexts.