You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
The Persuasive Effect of Source Credibility: Tests of Cognitive Response
Brian Sternthal, Ruby Dholakia and Clark Leavitt
Journal of Consumer Research
Vol. 4, No. 4 (Mar., 1978), pp. 252-260
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488816
Page Count: 9
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
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 source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion.
Journal of Consumer Research © 1978 Oxford University Press