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The Persuasive Effect Of Source Credibility: Tests Of Cognitive Response

B. Sternthal, R. Dholakia, C. Leavitt
Published 1978 · Business

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Two experiments are reported identifying the circumstances in which high credibility either facilitates, inhibits, or has no effect on the communicator's persuasiveness in relation to a less credible source. These data provide support for the cognitive response view of information processing and suggest the importance of message recipient's initial opinion as a determinant of persuasion.
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