The Persuasive Effects of Source Credibility in Buy and Lease Situations

Abstract

The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a product, an advocacy which message recipients viewed unfavorably. The moderately credible source was more persuasive when the message advocated leasing the product, a position subjects generally supported. These findings are interpreted in terms of cognitive response theory. Practical implications of the research are suggested.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 302 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.