You are not currently logged in.
Access JSTOR 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.
Highly Credible Sources: Persuasive Facilitators or Persuasive Liabilities?
Ruby Roy Dholakia and Brian Sternthal
Journal of Consumer Research
Vol. 3, No. 4 (Mar., 1977), pp. 223-232
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489608
Page Count: 10
You can always find the topics here!Topics: Psychological attitudes, Social psychology, Self perception, Attitude change, Personality psychology, Consumer research, Consumer protection regulation, Cognition, Persuasion, Judgment
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
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
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. In contrast, when the behavioral cue was absent, a highly credible source did not have an adverse effect on individuals' attitudes or behavior. These findings are interpreted in terms of self-perception theory and cognitive response analysis.
Journal of Consumer Research © 1977 Oxford University Press