AN EXAMINATION OF THE RELATIVE EFFECTS OF SOURCE EXPERTISE, TRUSTWORTHINESS, AND LIKEABILITY

Bradley S. O′Hara · Richard G. Netemeyer · Scot Burton

34 citations0/0 files storedSocial Behavior and Personality An International Journal

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Behavioral Health and Interventions Media Influence and Health Psychology of Social Influence

Abstract

The discriminant validity among expertise, trustworthiness and likeability was assessed, and the relationship of these three variables with constructs from the theory of reasoned action (Ajzen & Fishbein, 1980) was examined. The discriminant validity between these three source characteristics was supported. In addition, general support was found for hypotheses regarding their relationships to variables in the theory of reasoned action.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1988The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research 1951The Influence of Source Credibility on Communication Effectiveness 1986The Elaboration Likelihood Model of Persuasion

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