Cited by 1,236Rhetoric and Communication StudiesLinguistics and Discourse AnalysisInterpersonal and Organizational Communication

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Goodwill: A reexamination of the construct and its measurement

McCroskey, James C., Teven, Jason J.·1999·Communication Monographs

DOI 10.1080/03637759909376464

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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 projection of character, plays a critical role in political persuasion (e.g.; Bishin, Stevens, & Wilson, 2006; Goren, 2002; Kinder, 1986; McCann, 1990; McCroskey & Teven, 1999; Seo, Dillard, & Shen, 2013), and is considered an important influence on voter behavior (Holian & Prysby, 2009).”
Background
Aggressive Superior-Subordinate Communication as a Predictor of Occupational Outcomes among Roman Catholic Sisters and Priests in India
Horan, S. M., Chory, R. M., & Raposo, P. C. J. (2022) · Communication Quarterly · doi:10.1080/01463373.2022.2049330 · Cited by 3
When Wearing a Mask Is (Not) the Norm: Political Partisanship and Persuasion in the Context of COVID-19
Dayton, Z., & Dragojević, M. (2022) · Communication Reports · doi:10.1080/08934215.2022.2081710 · Cited by 3
Human Experiences in Teaching Robots: Understanding Agent Expressivity and Learning Effects through a Virtual Robot Arm
Elor, A., Kurniawan, S., & Takayama, L. A. (2022) · IEEE International Conference on Smart Computing · doi:10.1109/smartcomp55677.2022.00033 · Cited by 3
A question of trust
Valentini, C., Ihlen, Ø., & Tench, R. (2022) · Routledge eBooks · doi:10.4324/9781003184669-4 · Cited by 3
The Influence of Course Format, Student Characteristics, and Perceived Teacher Communication and Behavior on Instructional Outcomes Before and During the COVID-19 Pandemic
Graham, E. E., Walter, H., & Tang, T. (2022) · Journal of Communication Pedagogy · doi:10.31446/jcp.2022.1.17 · Cited by 3
Extending the understanding of online discussions: a replication of online students’ perceptions of identity and helper heuristics
Spence, P. R., Kaufmann, R., Lachlan, K. A., Lin, X., & Spates, S. A. (2023) · Communication Education · doi:10.1080/03634523.2023.2169315 · Cited by 3
“Source credibility using McCroskey and Teven ’ s (1999) three-dimension scale (i.e., competence, goodwill, and trustworthiness) was provided.”
Method
The Influence of Perceived Health Messages on Trust in Government During Covid-19 and Source Credibility as the Mediating Effect: A Conceptual Paper
Razali, R. R. R., Ahmad, M., Jahid, A. M., & Sujak, A. F. A. (2022) · doi:10.2991/978-2-494069-61-9_23 · Cited by 3
Producing confident learners using specific tasks, competent models, and credible messages
Kim, S., & Bong, M. (2023) · Theory Into Practice · doi:10.1080/00405841.2023.2226555 · Cited by 3
Numbers in News Articles: Effects of Presence, Errors, and (False) Recall
Appelman, A. (2023) · Electronic News · doi:10.1177/19312431231190846 · Cited by 3
“…how well 18 adjectives (e.g., informed, honest) completed the sentence, “ The sources of the article (i.e., the writer, editor, news organization) were … “ ; once negative items were reverse-coded, the responses were averaged (Cronbach ’ s α = 0.87, M = 4.91, SD = 0.93) (McCroskey & Teven, 1999).”
BackgroundInfluential
When a journalist and politician engage in deception detection: Effects of demeanor, refutation, and partisanship in combative media interviews
Clementson, D. E., & Zhao, W. (2023) · Communication Monographs · doi:10.1080/03637751.2023.2244030 · Cited by 3
“Perceived trustworthiness of the politician was measured with McCroskey and Teven ’ s (1999) scale, which has six semantic di ﬀ erential items on 7-point continua ranging from 1 to 7.”
Method
A Qualitative Study and Future Research Agenda for Cultivating Critical Thinking in Culturally Diverse Postgraduate Students
Green, M. D., Stangl, L. M., Denz, F., & Cope, S. (2024) · Journal of Marketing Education · doi:10.1177/02734753241295996 · Cited by 4
Modeling the Potential Effectiveness of Low Person-Centered Emotional Support: The Role of Relational Closeness, Goodwill, and Message Accuracy on Outcomes
Ray, C. D., & Manusov, V. (2025) · Communication Studies · doi:10.1080/10510974.2025.2484846 · Cited by 3
“To measure supporter goodwill, participants were asked to complete the source credibility scale (McCroskey & Teven, 1999) regarding the person they had chosen as a support provider.”
A Message-Centered Approach to Understanding Young Women's Decision-making about HPV Vaccination
Head, K. J. (2013) · UKnowledge (University of Kentucky) · Cited by 3
Sacrificing Credibility for Sleaze
Mackay, J. B., & Bailey, E. (2015) · IGI Global eBooks · doi:10.4018/978-1-4666-8619-9.ch057 · Cited by 3
Rate My Robot: The effect of Word-of-Mouth (WOM) on perceptions of a social robot’s teaching performance
Edwards, C. C., Edwards, A. P., & Rijhwani, V. (2020) · IEEE RO-MAN · doi:10.1109/ro-man47096.2020.9223496 · Cited by 3
“The Measure of Source Credibility [25] is an 18-item Survey designed to measure perceptions of a person’s credibility across the three dimensions: competence (6 items; e.g., “intelligent/unintelligent”), character (6 items; e.g., “trust-worthy/untrustworthy”), and caring (6 items; e.g., “cares…”
Background
Communicative Differences between Domestic and Foreign Instructors
Punyanunt-Carter, N. M., Wrench, J. S., Carter, S. L., & Linden, D. (2014) · Higher Learning Research Communications · doi:10.18870/hlrc.v4i4.187 · Cited by 3
“4 | December 2014 36 N. Punyanunt-Carter et al. Student Affect (McCroskey, 1994) Affect Towards Class Content .80 21.21 4.21 .63 22.30 5.03 Affect Towards General Content Area .93 18.82 7.06 .95 20.94 6.38 Affect Towards Instructor .87 21.41 5.14 .93 23.01 4.76 Affect towards Taking Future Courses .97 18.07 7.69 .91 2…”
Influential
Leaders, Followers, and the Space Between: A Three Dimensional View of Leader Attention and Decision-making
MacMillan, K. (2013) · Scholarship@Western (Western University) · Cited by 3
Presidential rhetoric of South Korea and the United States: the case of Lee and Obama
Heo, M., & Park, J. (2016) · Asian Journal of Communication · doi:10.1080/01292986.2016.1157616 · Cited by 3
“Speakers can exhibit goodwill by expressing their concerns and understanding toward their audience (McCroskey & Teven, 1999).”
Background
Exploring the Social Bonding That Evolves Between a Human and a Minimally Designed Accompanying Robot
Youssef, K., & Okada, M. (2016) · Journal of information processing · doi:10.11185/imt.11.250 · Cited by 3
The Effects Of Teacher Self-disclosure Of Political Views And Opinions
Weiler, R. (2009) · Journal of International Crisis and Risk Communication Research · Cited by 3
Impressions of Message Compliance-Gaining Strategies for Considering Robot Rights
Craig, M. J. A., Edwards, C. C., Edwards, A. P., & Spence, P. R. (2019) · ACM/IEEE International Conference on Human-Robot Interaction (HRI) · doi:10.1109/hri.2019.8673117 · Cited by 3
“the virtual robot agent credibility (competence, character, and caring: 18 items) [10], social and task attraction (12 items) [11], prior interaction with robots, and a demographic set).”
Background

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
DOI: 10.1080/03637759909376464
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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Goodwill: A reexamination of the construct and its measurement

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