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Goodwill: A reexamination of the construct and its measurement
Abstract
As a result of the controversy over the dimensionality of the ethos/source credibility construct and the associated plethora of empirical studies in the 1960s and 1970s, Aristotle's dimension of “goodwill” has been dismissed by many contemporary theorists and researchers. It is argued that this occurred as a result of errors made in the earlier empirical research and that “goodwill” can be measured, contrary to earlier claims, and should be restored to its former status in rhetorical communication theory. Empirical research is reported indicating the existence of the goodwill dimension as part of the structure of the ethos/source credibility construct and a measure of that dimension is provided with evidence for its reliability and validity.
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“The scale originates from a widely cited study by McCroskey and Teven that validated a credibility scale composed of 3 related dimensions—goodwill (caring), competence, and trustworthiness [2].”
From Effects of Mock Facebook Workday Comments on Public Perception of Professional Credibility: A Field Study in Canada (2019) · cites this paper as [2]
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“…of the RKI, a variety of variables positively related to cognitive learning will be analyzed: nonverbal immediacy (Richmond, (Chesebro & McCroskey, 2001), communicator satisfaction (Wolf, Putnam, James, & Stiles, 1978), and perceived credibility (McCroskey & Teven, 1999; Wrench & Richmond, 2004).”
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“The observed key constructs of manager credibility are trustworthiness, competence, empathy, selfawareness and consistency (Falcione, 1974; Falcione, McCroskey, & Daly, 1977; Fogg & Tseng, 1999; McCroskey & Richmond, 1975; McCroskey & Teven, 1999; Mccroskey & Young, 1981).”
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“Expertise, trustworthiness, and goodwill measures were taken from McCroskey & Teven (1999).”
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Nazari, M., Karimpour, S., & Ranjbar, M. (2023) · System · doi:10.1016/j.system.2023.103128 · Cited by 9
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“There were 18 semantic differential items that captured the perceived credibility of the source of the message (McCroskey & Teven, 1999).”
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“The revised source credibility scale [16] was used to measure how participants viewed the credibility of the diabetes health care team and the DOC.”
BackgroundMethodDillow, M. R., Afifi, W. A., & Matsunaga, M. (2011) · Journal of Social and Personal Relationships · doi:10.1177/0265407511420191 · Cited by 9
“In addition, measures adopted from McCroskey and Teven (1999) included competence (e.g., ‘‘My partner is intelligent,’’ six items, a ¼ .80, M ¼ 5.45, SD ¼ .96), trustworthiness (e.g., ‘‘My partner is trustworthy,’’ six items, a ¼ .89, M ¼ 5.85, SD¼ 1.11), and caring (e.g., ‘‘My partner cares about…”
InfluentialUniversity Teacher Credibility as a Strategy to Motivate Students
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“Teacher credibility comprises three dimensions: competence, goodwill, and trust (McCroskey & Teven, 1999) .”
BackgroundBesley, J. C., & Downs, M. R. (2024) · Science Communication · doi:10.1177/10755470241239940 · Cited by 8
“Similarly, most theories of trust differentiate between the behavior of trust in the form of making oneself vulnerable (McCroskey & Teven, 1999; Schoorman et al., 2007), the beliefs that lead to trust (i.e., ability/expertise, benevolence/goodwill, and integrity/honesty), and communicative choices…”
Examining the Content and Form of Supportive Conversations with Chatbots
Meng, J., Rains, S. A., Qin, J., & Rheu, M. (2025) · International Journal of Human-Computer Interaction · doi:10.1080/10447318.2025.2467450 · Cited by 8
“Thirteen items from related previous studies (Burgoon et al., 2000; Liu & Sundar, 2018; McCroskey & Teven, 1999) were selected to measure participants’ perception on the chatbot’s expertise on a 1 to 7 semantic differential scale to form a perceived expertise scale ( M ¼ 5.00, SD ¼ 1.36, a ¼ .98).”
InfluentialZhao, S., Zhou, J., & Wang, T. (2025) · Journalism · doi:10.1177/14648849251381218 · Cited by 19
“Measured using 10 semantic differential items adapted from McCroskey and Teven (1999) and Ohanian (1990), applicable to both human and AI authors.”
Fowler, C., Gasiorek, J., & Giles, H. (2025) · Communication Monographs · doi:10.1080/03637751.2025.2546102 · Cited by 13
“The three core elements of credibility are competence, character, and goodwill (McCroskey & Teven, 1999).”
Anderson, L. N., Womack, J. J., & Ledford, C. J. W. (2022) · Atlantic Journal of Communication · doi:10.1080/15456870.2021.2021910 · Cited by 8
“McCroskey and Teven (1999) explain that one of the central aspects of persuasion is the “image of the source in the minds of the receiver” (p. 90 ).”
BackgroundMuñoz, K. E. (2022) · Journal of Tourism Futures · doi:10.1108/jtf-09-2021-0232 · Cited by 10
“The trustworthiness scale (McCroskey and Teven, 1999) was adopted using a 7-point semantic differential scale.”
MethodShoaib, A. (2023) · Journal of Language Teaching · doi:10.54475/jlt.2023.024 · Cited by 8
“While the former relates to communication behaviors fostering engagement and reducing psychological distance, credibility centers on a teacher’s professional qualities, encompassing competence, caring, and trustworthiness (McCroskey & Teven, 1999).”
BackgroundDonovan, R. J., Jalleh, G., & Drane, C. F. (2024) · Journal of Social Marketing · doi:10.1108/jsocm-07-2023-0159 · Cited by 8
Argon, T., & Kepekcioglu, E. S. (2016) · The Anthropologist · doi:10.1080/09720073.2016.11892024 · Cited by 8
“According to McCroskey and Teven (1999), instructor credibility is made up of three subdimensions; competence/expertness, trustworthiness/character, and goodwill/care.”
BackgroundQuintelier, A., Mæyer, S. D., & Vanhoof, J. (2020) · Educational Assessment Evaluation and Accountability · doi:10.1007/s11092-020-09325-9 · Cited by 8
Holbert, R. L., Dias, N. C., Hardy, B. W., Jamieson, K. H., Levendusky, M. S., Renninger, A., Römer, D., Winneg, K. M., & Josh Pasek, B. (2020) · American Behavioral Scientist · doi:10.1177/0002764220975054 · Cited by 8
“These three traits reflect the three dimensions of source credibility (see McCroskey & Teven, 1999): expertise, trustworthiness, and goodwill.”
BackgroundPerrault, E. K., Barton, J. A., Hildenbrand, G. M., McCullock, S. P., Lee, D. G., & Gyamfi, P. A. (2021) · Health Communication · doi:10.1080/10410236.2020.1865610 · Cited by 8
Demeshko, A., Buckley, L., Morphett, K., Adams, J. M., Meany, R., & Cullerton, K. B. (2022) · Preventive Medicine Reports · doi:10.1016/j.pmedr.2022.101934 · Cited by 10
“…by BMI) Real person (with type II diabetes) vs actor spokesperson (defined by text at start of PSA) Public Three dimensions of credibility were measured on a 7-point Likert scale containing six items using a validated multidimensional 18- item source credibility tool (McCroskey and Teven, 1999).”
MethodThe compassionate organisation
Jørgensen, P. E. F., & Isaksson, M. (2015) · International Journal of Public Sector Management · doi:10.1108/ijpsm-09-2013-0132 · Cited by 8
Beyond the Google search bar: Evaluating source credibility in contemporary research
Sorenson, M. E. (2016) · Communication Teacher · doi:10.1080/17404622.2016.1139150 · Cited by 8
“According to McCroskey and Teven (1999), credibility is traditionally composed of three constructs: competence, goodwill, and trustworthiness.”
BackgroundMethodRieser, D. C., & Bernhard, O. (2016) · CHI Conference Extended Abstracts on Human Factors in Computing Systems (CHI EA) · doi:10.1145/2851581.2892468 · Cited by 8
Reactance theory: A model for instructor communication in the classroom.
Mirick, R. G. (2016) · Scholarship of Teaching and Learning in Psychology · doi:10.1037/stl0000063 · Cited by 8
Metadata
- Authors
- McCroskey, J. C., & Teven, J. J.
- Affiliations
- West Virginia University (US)
- Northwest Missouri State University (US)
- Venue
- Communication Monographs
- Publisher
- Informa UK Limited
- Published
- 1999-03
- Volume
- 66
- Issue
- 1
- Pages
- 90-103
- ISSN
- 0363-7751 (ISSN-L)
- 1479-5787
- OpenAlex
- W1992262987
- Cited by
- 1,236
- References
- 26
- Citations by year
- 2026: 100 · 2025: 99 · 2024: 80 · 2023: 86 · 2022: 96 · 2021: 99 · 2020: 84 · 2019: 90 · 2018: 65 · 2017: 48 · 2016: 63 · 2015: 56 · 2014: 46 · 2013: 43 · 2012: 24
- FWCI
- 36.19
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Communication Monographs (publishedVersion)
- Topics
- Social Sciences › Communication › Rhetoric and Communication Studies
- Social Sciences › Linguistics and Language › Linguistics and Discourse Analysis
- Social Sciences › Communication › Interpersonal and Organizational Communication
- Keywords
- goodwill, ethos, source credibility
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