THE EFFECTS OF LOW CREDIBLE SOURCES ON MESSAGE ACCEPTANCE: FOUR EXPERIMENTAL STUDIES IN PERSUASION
MICHIGAN STATE UNIV EAST LANSING COLL OF COMMUNICATION ARTS
Pagination or Media Count:
This series of studies provides evidence in support of the following propositions 1 If a message is to be transmitted to an audience which perceives the message source as relatively low in credibility, the message will be more effective if the identification of the source is delayed until after exposure to the message 2 where the source of a message is likely to be perceived as relatively low in credibility, the message will be more effective without any identified source than with the low credible source 3 a message will generally be effective in the intended manner, even with a source perceived as low credible, in comparison with no message at all 4 when the source of the message is perceived by some audience as high in credibility, the message will be more effective if the source is identified before individuals are exposed to the message. These findings are confirmed in studies dealing with both civil defense topics unrelated to civil defense.
- Civil Defense