Relationships among three sources of credibility in the communication configuration: speaker, message, and experimenter

• Cary G. Mills ^[1]
  1. [1] University of West Florida

     University of West Florida

     Estados Unidos

     
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 42, nº 4, 1976, págs. 334-351
• Idioma: inglés
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• Resumen

  • This study examined the interactive effects of sources of credibility in the speaker, message, and experimental sponsor on speaker image. The data were generated by a semantic differential and a Likert questionnaire. An interaction was found between speaker and sponsorship, with the latter variable emerging as the dominant source of credibility. The study concludes that further multivariate designs are needed to investigate the interaction and saliency of sources of credibility in the communication configuration.