Sage books the ultimate social sciences digital library. The theorists confirmed that credible sources tend to create the desired impact on the audience. At the beginning of class, we discuss what criteria can be used to determine a sources credibility, such as. The findings indicated that social recommendation in the form of number of diggs was the primary factor to influence perceived news credibility and click likelihood. Preface credibility theory is one of the cornerstones of actuarial science as ap plied to casualty and property insurance. It turns out, however, that the basic results can be developed from. Websites are often the first or only interaction a consumer has with a firm in modern commerce. Jul 31, 2006 interaction effect studies, however, show source credibility to be a liability under certain conditions.
Drawing on the persuasion theory the elaboration likelihood model elm, we identify that five factors from two dimensions of credibility medium and message credibility are key ingredients in the online information assessment, and develop a research model that predicts individuals perceived information credibility on social media platforms. The variables found to interact with source credibility are categorized into 5 categories. Source credibility model, source attractiveness model and matchuphypothesisan integrated model. Pdf source credibility model, source attractiveness. Social recommendation, source credibility, and recency. Although the literature of this theory is extensive, there is no elementary introduction at present available. The credibility of all communication, regardless of format, has been found to be heavily influenced by the perceived credibility of the source of that communication.
The current study examines how pieces of information available in social media impact perceptions of source credibility. Abstract marketing researchers and practitioners have tended to assume that a more trustworthy source is more credible than a less trustworthy source. It may be used when you have multiple estimates of a future event, and you would like to combine these estimates in such a way to get a more accurate and relevant estimate. Source expertise refers to the perceived competence of the source providing the information. Source credibility writing, rhetoric, and digital studies. Pdf source credibility model, source attractiveness model. A few basics of credibility theory greg taylor director, taylor fry consulting actuaries professorial associate, university of melbourne adjunct professor, university of new south wales. Next, it presents an experiment in which source trust and expertise are orthogonally manipulated while holding the attractiveness of the source constant. Source credibility and the persuasiveness of public safety messages communicated via social media presented by nathan pepper, a candidate for the degree of master of arts, and hereby certify that, in their opinion, it is worthy of acceptance. It is a multidimensional concept that serves as a means for the receiver of the information to rate the source or transmitter of the communication in relation to the information. Participants were randomly assigned to reading a positively or negatively framed communication that was attributed to either a credible or a noncredible source. The results supported the hypotheses developed from attribution theory that sources perceived to have external reasons for making a persuasive argument will.
Credibility theory for dummies gary g venter guy carpenter instrat least squares credibility is usually derived from some fairly compficated looking assumptions about risk across a collective. Its also the qualitative research done by actuaries to make sure that the company is well aware of the liabilities they might encounter with this. The lending credibility theory suggests that the primary function of the audit is to add credibility to the financial statements. Source credibility dimensions in marketing communication a. Introduction credibility theory provides tools to deal with the randomness of data that is used for predicting future events or costs. Source credibility theory by elizabeth floyd on prezi. Source credibility is a term commonly used to imply a communicators positive characteristics. Cq press your definitive resource for politics, policy and people. This and other models, such as the source attractiveness model mcguire, 1985 and the matchuphypothesis forkan, 1980, have gained the attention of researchers. Source credibility is also influenced by a perception of similarity as indicated by studies in psychology such as that by atkinson, atkinson, smith. Of course, not every credible source is appropriate for your research.
Examining the effect of endorser credibility on the consumers. Social media are increasingly being used as an information source, including information related to risks and crises. Sage reference the complete guide for your research journey. Tormala and pettyresistance and attitude certainty a metacognitive analysis of resistance to persuasion zakary l. Specifically, participants in the study were asked to view 1 of 3 pages that varied the recency with which tweets were posted and then to. Nov 27, 2012 for this activity in source credibility, students work in pairs or groups to evaluate two or three sources. It is unclear, for example, if credible media are seen as more likely to introduce cred.
A few basics of credibility theory actuaries institute. Source credibility rates the authors who provided the information in a way they are credible or not. Customers find themselves in a flood of information and testimonials are one way of gaining the customers attention. Nababa department of mass communication, bayero university kano, nigeria abstract this paper examined the credibility of information on social networking sites as. Source credibility theory was proposed in 1963 by hovland, janis and kelly. The theory stated that information receivers are more likely to be persuaded when the source presents itself as credible.
In the survey, respondents are required to rate source credibility by applying items gathered from previous studies. Information credibility on social networking sites. Introduction to credibility theory actex mad river. The effects of source credibility in the presence or absence. How to select the best sources finding sources for research is important, but using unreliable sources will hurt your credibility and make your arguments seem less powerful.
In the experiments, people were given two statements, presented as the results from a survey, followed by a conclusion that was supposedly made by one of two sources. A multidisciplinary framework 311 which source and media credibility assessments are interlinked, how ever, is less clear, perhaps in part because these have historically been investigated by different subdisciplines of communication. Professor shelly rodgers professor glen cameron professor margaret duffy. The most heavily researched variables have been the message and receiver variables. Consider how the source of persuasion will be perceived in terms of credibility. Factors influencing information credibility on social.
Tests of cognitive response brian sternthal ruby dholakia clark leavitt two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicators persuasiveness in relation to a less credible source. Sage video bringing teaching, learning and research to life. Suppose we have an observation of x and some collateral information leading to an independent estimate m of. The influence of source credibility and attribution of.
Audited financial statements are seen to have elements. This study examined the influence of source credibility and message framing on promoting physical exercise in university students. Interaction effect studies, however, show source credibility to be a liability under certain conditions. Blog medium credibility blogs have often been doubted as a credible communication medium, as there is no clear or legitimate gatekeeping process for content production and information sharing. This experiment examined the effect of source on the credibility and. The purpose of this study is to understand how the source of a message affects the. The source credibility theory as propounded by hovland, ja nis and kelly 1963 stated that people or receivers are more likely to be persuaded when the source. Jun 01, 2010 most theories of persuasion predict that limited ability and motivation to think about communications should increase the impact of source credibility on persuasion. Source credibility model, source attractiveness model and matchup.
Source credibility theory is an established theory that explains how communications persuasiveness is affected by the perceived credibility of the source of the communication. Source credibility an overview sciencedirect topics. Credibility theory, developed by thomas bayes, is a process that involves different methods of gathering statistical data about a specific investment or group of people to estimate risks. Source credibility theory applied to logo and website design for. The influence of source credibility was dependent upon the effect of other cues. The impact of source credibility in this condition was significantly greater than the impact of source credibility in all other conditions p source credibility should be more pronounced when people have limited ability to think about the.
Furthermore, hovland 1963 and weiss 1974 later studied the influence of sources in persuasion. Credibility theory is a form of statistical inference used to forecast an uncertain future event developed by thomas bayes. It is important to be able to identify which sources are credible. Since the very core of the support for our arguments comes from our sources, a high degree of awareness is required when performing research. Credibility refers to a persons perception of the truth of a piece of information. Wom and source credibility best practices and key learnings from case. If i needed current statistics on the average cost of college in the united states, a source published in the 1990s would be out of date. In the survey, respondents are required to rate source credibility by applying items. Students need to have laptops with them for this lesson. Moreover, the source credibility model and the source attractiveness model will be used as foundation for selecting the determinants erdogan, 1999. Two experiments examined whether a source credibility effect would be observed for a syllogistic reasoning task.
Sage business cases real world cases at your fingertips. Furthermore, this effect is assumed to occur, regardless of whether or not the recipients. The purely statistical approach to credibility theory provides a way to estimate a parameter for a subset of a population given certain probability elements. The effects of source credibility in the presence or. International journal of humancomputer interaction. Source credibility and syllogistic reasoning pdf paperity. There was also a cuecumulation effect of source credibility and recency on perceived newsworthiness. An examination of source credibility and word of mouth best. In a new test of the process of forgetting, the authors found that subjects, at the time of exposure, discounted material from untrustworthy sources.
Jul 31, 2006 this study examined the influence of source credibility and message framing on promoting physical exercise in university students. In time, however, the subjects tended to disassociate the content and the source with the result that the original scepticism faded and the untrustworthy material was accepted. The credibility of the source, for example, is a branch of research which has led to the source credibility model hovland and weiss, 1951. Source credibility definition in the cambridge english. Source credibility theory is an established theory that explains how communications. However, if i were looking at the the increase in college tuition over the last few decades, a source from the 1990s might fit my purposes. Influence of source credibility on agricultural water use communication. Credibility theory for dummies credibility theory is usually presented as a mathematically dense body of formulas. Source credibility dimensions in marketing communication. Source credibility writing centre learning guide when you are writing assignments at university, you will need to include references to information you have read. Pdf click to increase image size click to decrease. Source credibility dimensions in marketing communication a generalized solution martin eisend1 abstract the purpose of this study is to examine whether a generalized conceptualization of credibility of various sources in marketing communication exists. Impact of informational factors on online recommendation. Previous studies have shown the positive effects of testimonials on purchase intentions.
Pdf source credibility model, source attractiveness model and. Source credibility theory applied to logo and website design for heightened credibility and consumer trust. Source credibility theory applied to logo and website design for heightened credibility and consumer trust paul benjamin lowry city university of hong kong, hong kong, p. The source credibility theory as propounded by hovland, janis and kelly 1963 stated that people or receivers are more likely to be persuaded when the source presents itself as credible. Celebrity endorser example source credibility theory additional. Because there is often a large amount of information to choose from, you need to learn to choose your sources wisely. To explain the determinants of celebrity endorsement, at the this thesis will look determinants illustrated in amos et al.
When a person claims expertise when persuading you, check out how really expert they are. Pdf customers find themselves in a flood of information and testimonials are one way of gaining the customers attention. Because consumers tend to make decisions within the first few seconds of online interaction, the first impression given to users can greatly determine a. The effects of source credibility and message framing on. Source credibility, in turn can affect the intention to purchase of given product or brand.
Drawing on regulatory focus theory and the literature on source credibility, we develop novel arguments as to how a gainsversusnonlosses framing and the perceived credibility of the speaker influence stakeholder. Secondarily it investigates expertise as a component of the construct of source credibility. As we form our arguments, the responsibility for the veracity and integrity of our arguments is in our hands. For example, an insurance company uses past loss information of an insured or group of insureds to estimate the cost to provide future insurance. Factors influencing information credibility on social media. The influence of source credibility on communication effectiveness. The influence of source credibility on communication. Even though you may be expert, if you are not perceived as such it may be better to use someone else to front your argument. Thus, the purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created.
221 246 331 113 1350 1435 1436 400 1572 893 984 594 1120 1070 1187 987 536 515 1408 1437 812 494 283 1321 255 355 555 366 209 1381 1018 1171 1143 1132 770 336 179 645 1432