Source credibility as a function of communicator physical attractiveness
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The credibility of an advertisement is the product of the perceived credibility of the source and the perceived credibility of the message content.
“In turn, the credibility of an advertisement is the product of two factors: the perceived credibility of a) the source (e.g. endorsers, spokespersons, corporations or sponsors; Freiden, 1982; Goldsmith, Lafferty and Newell, 2000; Patzer, 1983), and b) the message content (Cotte, Coulter and Moore, 2005; Lutz, MacKenzie and Belch, 1983; McDougall and Fry, 1975; Wathen and Burkell, 2002).”
From How Claim Specificity Can Improve Claim Credibility in Green Advertising (2018) · cites this paper as Patzer, 1983
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- Authors
- Patzer, G. L.
- Affiliations
- University of North Dakota (US)
- Corresponding author
- Patzer, Gordon L.
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 1983-06
- Volume
- 11
- Issue
- 2
- Pages
- 229-241
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2020305927
- Cited by
- 348
- References
- 22
- Citations by year
- 2026: 7 · 2025: 17 · 2024: 22 · 2023: 17 · 2022: 13 · 2021: 13 · 2020: 90 · 2019: 10 · 2018: 8 · 2017: 9 · 2016: 7 · 2015: 12 · 2014: 12 · 2013: 13 · 2012: 8
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Business Research (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Psychology of Social Influence
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- source credibility, perceived trust, perceived expertise, persuasive communication, advertising, facial attractiveness
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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