The Persuasive Effects of Source Credibility in Buy and Lease Situations

@article{Harmon1982ThePE,
  title={The Persuasive Effects of Source Credibility in Buy and Lease Situations},
  author={Robert R. Harmon and Kenneth A. Coney},
  journal={Journal of Marketing Research},
  year={1982},
  volume={19},
  pages={255 - 260}
}
The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a product, an advocacy which message recipients viewed unfavorably. The moderately credible source was more persuasive when the message advocated leasing the product, a position subjects generally supported. These findings are interpreted in terms of cognitive response theory. Practical implications of… 

Figures and Tables from this paper

The Persuasive Effect of Salesperson Credibility: Conceptual and Empirical Examination
There has been extensive research on the effect of source credibility on persuasion in social psychology. This paper suggests that some of the research on source credibility in social psychology may
The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to
SOURCE CREDIBILITY: ON THE INDEPENDENT EFFECTS OF TRUST AND EXPERTISE
Marketing researchers and practitioners have tended to assume that a more trustworthy source is more credible than a less trustworthy source. However, previous studies have either confounded
The Effect of Source, Message, and Media Credibilities on the Perception of Overall Advertising Credibility
Subjects were asked to rate the overall credibility of personal computer print ads designed to represent high and low credibility combinations for the variables of source, message, and media. A
Consumer Perceptions of Credibility and Selling Intent Among Advertisements, Advertorials, and Editorials: A Persuasion Knowledge Model Approach
This article presents the results of a study of consumer reaction to three different types of information delivery in magazines: editorials, advertorials, and advertisements. The study draws on the
Is It Still Worth to Be Credible? a Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing
The purpose of this study is the examination of the development of the impact of source credibility in marketing communication over the years. A meta-analysis was applied to 167 relevant effect
The Dual Credibility Model: The Influence of Corporate and Endorser Credibility on Attitudes and Purchase Intentions
This study proposes a theory of the combined influence of corporate and endorser credibility. Participants assessed the credibility of the companies and spokespersons as well as their attitudes
Message Framing and Credibility
  • R. Arora
  • Business
    Health marketing quarterly
  • 2000
TLDR
The findings indicate a strong effect of credibility on attitude as well as intention and the influence of framing is also statistically significant, implications for marketers in terms of message strategy are discussed.
Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility
Abstract Previous research on the persuasive impact of comparative advertising has produced inconsistent results. Consequently, researchers have suggested lack of credibility and the need for higher
The Impact of Message Framing and Credibility
Abstract This study uses an experimental approach to test the influence of message framing and credibility on the attitude and intention toward following the guidelines for healthy eating and
...
1
2
3
4
5
...

References

SHOWING 1-10 OF 20 REFERENCES
The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible
Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?
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.
DIMENSIONS FOR EVALUATING THE ACCEPTABILITY OF MESSAGE SOURCES
The research reported here extends the work of Hovland and his colleagues on source credibility by investigating the criteria actually used by receivers in evaluating message sources. Three
The impact of source credibility, attitude valence, and task sensitization on trait errors in speech evaluation
A general paradigm of a rating error theory is presented with a study testing relationships from the theory. The study aimed to discover the effects of source credibility, attitude valence, and task
Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations
Verbalizations of the thoughts evoked by an advocacy message are used as data in many persuasion experiments. In this article, the theory and measurement principles underlying such research are
A marketing alternative: Consumer leasing and renting
Time horizon effects on product evaluation strategies.
Women's time horizons in evaluating product concepts (birth control devices) were varied experimentally. The variations produced changes in the linearity and complexity of the evaluation strategies...
Coefficient alpha and the internal structure of tests
AbstractA general formula (α) of which a special case is the Kuder-Richardson coefficient of equivalence is shown to be the mean of all split-half coefficients resulting from different splittings of
...
1
2
...