The impacts of goal orientation, terminology effect, and source credibility on communication effectiveness

Abstract

Abstract This research explores the interaction effect of terminology and source credibility on communication effectiveness between prevention‐focused and promotion‐focused individuals. Results reveal that communication messages containing terminologies are more effective than those containing no terminologies for promotion‐focused individuals, whereas messages containing no terminologies are more effective than those containing terminologies for prevention‐focused individuals. Furthermore, messages containing terminologies endorsed by either a high‐ or a low‐credibility source are more effective than those containing no terminology information for promotion‐focused individuals. However, for prevention‐focused individuals, communication messages containing terminologies endorsed by a highly credible source are more effective than those containing no terminology information. Alternatively, communication messages containing no terminology information are more effective than those containing terminologies endorsed by a low credible source.

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