Nov 27, 2012 for this activity in source credibility, students work in pairs or groups to evaluate two or three sources. Participants were randomly assigned to reading a positively or negatively framed communication that was attributed to either a credible or a noncredible source. Professor shelly rodgers professor glen cameron professor margaret duffy. Information credibility on social networking sites. For example, an insurance company uses past loss information of an insured or group of insureds to estimate the cost to provide future insurance. 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. Since the very core of the support for our arguments comes from our sources, a high degree of awareness is required when performing research. Secondarily it investigates expertise as a component of the construct of source credibility. Wom and source credibility best practices and key learnings from case. The influence of source credibility on communication. 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. Factors influencing information credibility on social media. Source credibility theory is an established theory that explains how communications. Algebra, differential calculus, and some background in statistics are all assumed.
Although the literature of this theory is extensive, there is no elementary introduction at present available. Of course, not every credible source is appropriate for your research. Introduction to credibility theory actex mad river. Examining the effect of endorser credibility on the consumers.
It turns out, however, that the basic results can be developed from. Next, it presents an experiment in which source trust and expertise are orthogonally manipulated while holding the attractiveness of the source constant. Suppose we have an observation of x and some collateral information leading to an independent estimate m of. Social media are increasingly being used as an information source, including information related to risks and crises. The effects of source credibility and message framing on. This and other models, such as the source attractiveness model mcguire, 1985 and the matchuphypothesis forkan, 1980, have gained the attention of researchers. The most heavily researched variables have been the message and receiver variables.
The influence of source credibility and attribution of. Credibility theory is a form of statistical inference used to forecast an uncertain future event developed by thomas bayes. 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. Preface credibility theory is one of the cornerstones of actuarial science as ap plied to casualty and property insurance. 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.
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. 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. Sage video bringing teaching, learning and research to life. Social recommendation, source credibility, and recency. Sage business cases real world cases at your fingertips. Thus, the purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created. 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 effects of source credibility in the presence or absence. Source credibility theory is an established theory that explains how communications persuasiveness is affected by the perceived credibility of the source of the communication. This study examined the influence of source credibility and message framing on promoting physical exercise in university students. Source credibility theory was proposed in 1963 by hovland, janis and kelly. The lending credibility theory suggests that the primary function of the audit is to add credibility to the financial statements. Source credibility, in turn can affect the intention to purchase of given product or brand. When a person claims expertise when persuading you, check out how really expert they are. The purely statistical approach to credibility theory provides a way to estimate a parameter for a subset of a population given certain probability elements.
Source credibility theory applied to logo and website design for. Source credibility an overview sciencedirect topics. The variables found to interact with source credibility are categorized into 5 categories. The influence of source credibility was dependent upon the effect of other cues. Credibility theory for dummies credibility theory is usually presented as a mathematically dense body of formulas. In a new test of the process of forgetting, the authors found that subjects, at the time of exposure, discounted material from untrustworthy sources. Pdf customers find themselves in a flood of information and testimonials are one way of gaining the customers attention. Source credibility theory applied to logo and website design for heightened credibility and consumer trust. 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. Factors influencing information credibility on social.
Nababa department of mass communication, bayero university kano, nigeria abstract this paper examined the credibility of information on social networking sites as. Pdf click to increase image size click to decrease. 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. Credibility refers to a persons perception of the truth of a piece of information. Furthermore, hovland 1963 and weiss 1974 later studied the influence of sources in persuasion. International journal of humancomputer interaction. Source credibility theory identifies source expertise and source bias as elements that affect the credibility of an information source 66, 67. Impact of informational factors on online recommendation. 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.
Tormala and pettyresistance and attitude certainty a metacognitive analysis of resistance to persuasion zakary l. 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 books the ultimate social sciences digital library. Celebrity endorser example source credibility theory additional. Source credibility model, source attractiveness model and matchuphypothesisan integrated model.
The effects of source credibility in the presence or. 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. Source credibility is also influenced by a perception of similarity as indicated by studies in psychology such as that by atkinson, atkinson, smith. Source credibility writing, rhetoric, and digital studies. Furthermore, this effect is assumed to occur, regardless of whether or not the recipients. Students need to have laptops with them for this lesson. Because consumers tend to make decisions within the first few seconds of online interaction, the first impression given to users can greatly determine a. 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. Source credibility is a term commonly used to imply a communicators positive characteristics. Pdf source credibility model, source attractiveness model.
Source expertise refers to the perceived competence of the source providing the information. Source credibility rates the authors who provided the information in a way they are credible or not. Moreover, the source credibility model and the source attractiveness model will be used as foundation for selecting the determinants erdogan, 1999. The source credibility theory is supported by research finding that individual judgments and decisions are influenced by the credibility of the information source eagly and chaiken 1993.
Source credibility definition in the cambridge english. In the survey, respondents are required to rate source credibility by applying items gathered from previous studies. An examination of source credibility and word of mouth best. To explain the determinants of celebrity endorsement, at the this thesis will look determinants illustrated in amos et al. Sage reference the complete guide for your research journey. This experiment examined the effect of source on the credibility and. The credibility of the source, for example, is a branch of research which has led to the source credibility model hovland and weiss, 1951.
Pdf source credibility model, source attractiveness. 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. 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. Because there is often a large amount of information to choose from, you need to learn to choose your sources wisely. At the beginning of class, we discuss what criteria can be used to determine a sources credibility, such as. Source credibility model, source attractiveness model and matchup. Pdf source credibility model, source attractiveness model and. 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. 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 theory stated that information receivers are more likely to be persuaded when the source presents itself as credible.
Source credibility theory implications for public relations how could perception of an organization change if it was a good or poor choice in celebrity. 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. In the survey, respondents are required to rate source credibility by applying items. Influence of source credibility on agricultural water use communication. Customers find themselves in a flood of information and testimonials are one way of gaining the customers attention. Consider how the source of persuasion will be perceived in terms of credibility. As we form our arguments, the responsibility for the veracity and integrity of our arguments is in our hands. 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. Websites are often the first or only interaction a consumer has with a firm in modern commerce. Source credibility and syllogistic reasoning pdf paperity.
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. The current study examines how pieces of information available in social media impact perceptions of source credibility. The influence of source credibility on communication effectiveness. There was also a cuecumulation effect of source credibility and recency on perceived newsworthiness. A few basics of credibility theory actuaries institute.
In this view the service that the auditors are selling to the clients is credibility. Abstract marketing researchers and practitioners have tended to assume that a more trustworthy source is more credible than a less trustworthy source. Cq press your definitive resource for politics, policy and people. Introduction credibility theory provides tools to deal with the randomness of data that is used for predicting future events or costs. Source credibility writing centre learning guide when you are writing assignments at university, you will need to include references to information you have read. Source credibility dimensions in marketing communication.
Source credibility dimensions in marketing communication a. The theorists confirmed that credible sources tend to create the desired impact on the audience. Two experiments examined whether a source credibility effect would be observed for a syllogistic reasoning task. 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. Interaction effect studies, however, show source credibility to be a liability under certain conditions.
A theoretical examination of the role of auditing and the. 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. Jul 31, 2006 interaction effect studies, however, show source credibility to be a liability under certain conditions. 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. Audited financial statements are seen to have elements. 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. Previous studies have shown the positive effects of testimonials on purchase intentions. It is important to be able to identify which sources are credible. It is unclear, for example, if credible media are seen as more likely to introduce cred. Source credibility theory by elizabeth floyd on prezi. The results supported the hypotheses developed from attribution theory that sources perceived to have external reasons for making a persuasive argument will.
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