ERIC Number: ED122317
Record Type: Non-Journal
Publication Date: 1976
Reference Count: N/A
The Perceived Credibility and Persuasiveness of a Message Source as Affected by Initial Credibility, Style of Language, and Sex of Source.
Housel, Thomas J.; McDermott, Patrick J.
This study was designed to investigate four problem areas of communication research: source credibility, language intensity, the gender of source as it affects the source's persuasiveness and credibility, and the scarcity of multifactor studies using gender of source as one of the independent variables. Independent variables for the study, which employed a 2x2x2 factorial design, were initial source credibility, gender of source, and language intensity. Pretests given to the 250 subjects established high and low levels of initial source credibility and language intensity. Dependent variables were source credibility and attitude favorableness toward the message position. Results indicated that a source's initial credibility was not affected by the source's gender or language usage and that the low credible sources were more persuasive than the high credible sources. (JM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A