Cited by 2,205Psychology of Social InfluenceMarketing and Advertising StrategiesDigital Marketing and Social Media

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The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence

Pornpitakpan, Chanthika·2004·Journal of Applied Social Psychology

DOI 10.1111/j.1559-1816.2004.tb02547.x

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Abstract

This paper reviews the empirical evidence of the effect of credibility of the message source on persuasion over a span of 5 decades, primarily to come up with recommendations for practitioners as to when to use a high‐ or a low‐credibility source and secondarily to identify areas for future research. The main effect studies of source credibility on persuasion seem to indicate the superiority of a high‐credibility source over a low‐credibility one. Interaction effect studies, however, show source credibility to be a liability under certain conditions. The variables found to interact with source credibility are categorized into 5 categories: source, message, channel, receiver, and destination variables. The most heavily researched variables have been the message and receiver variables. Implications for marketers/advertisers and suggestions for future research are discussed.

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“Source credibility has been extensively studied by social psychologists as a variable involved in persuasion and attitude change (for a review, see Pornpitakpan, 2004), by discourse comprehension researchers (see, for example, Scharrer & Salmerón, 2016) and in particular by researchers interested…”
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“In addition, the messages may have had higher quality ratings if they had been presented as a fictitious newspaper article, as the credibility of the source of information is an important consideration for delivering messages (Pornpitakpan, 2004).”
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“…credibility that confirms the importance of source credibility in numerous contexts, including information science and communications (e.g. Pornpitakpan, 2004), marketing (e.g. Liu, 2004), and accounting and finance (e.g. Beaulieu, 1994; Kim et al., 2012; Laksmana & Yang, 2009; Mercer,…”
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“Although typically used in studies of persuasion and interpersonal influence (Pornpitakpan, 2004), the credibility construct has both theoretical and methodological relevance to the present study.”
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Authors: Pornpitakpan, C.
Affiliations: Monash University Malaysia (MY)
Corresponding author: Pornpitakpan, Chanthika
Venue: Journal of Applied Social Psychology
Publisher: Wiley
Published: 2004-02
Volume: 34
Issue: 2
Pages: 243-281
ISSN: 0021-9029 (ISSN-L)
1559-1816
DOI: 10.1111/j.1559-1816.2004.tb02547.x
OpenAlex: W2157392583
Cited by: 2,205
References: 139
Citations by year: 2026: 180 · 2025: 183 · 2024: 173 · 2023: 184 · 2022: 185 · 2021: 173 · 2020: 187 · 2019: 135 · 2018: 99 · 2017: 119 · 2016: 90 · 2015: 88 · 2014: 84 · 2013: 84 · 2012: 50
FWCI: 69.70
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor, 911 d)
Locations: Journal of Applied Social Psychology (publishedVersion)
Topics: Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
Keywords: source credibility, persuasion, interaction effects, message characteristics, receiver characteristics, communication channels, advertising, marketing communication

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The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence

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