The DOI matches its Crossref record; 138 of the 139 references it cites were found in a registry or an index.
The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence
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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“based on a well-established body of literature in persuasion demonstrating that aspects of a message’s source can influence the persuasiveness of the message (Briñol & Petty, 2009; Kumkale et al., 2010; Pornpitakpan, 2004; Wilson & Sherrell, 1993), the source of a fear appeal communication should be an important moderator for fear appeal effectiveness.”
From Appealing to fear: A meta-analysis of fear appeal effectiveness and theories (2015) · cites this paper as Pornpitakpan, 2004
In the citing paper
“The credibility of information that propagates in a social network is a critical factor that can shape the beliefs: if incoming information from a person's social network carries no credibility, then it is less likely to be incorporated in to the belief of the person (Pornpitakpan, 2004;Heesacker et al., 1983).”
From Credibility of climate change denial in social media (2019) · cites this paper as Pornpitakpan, 2004
In the citing paper
“Among various information about climate change to which people are exposed to, they are more likely to be influenced by information that have higher credibility.”
From Credibility of climate change denial in social media (2019) · cites this paper as Pornpitakpan, 2004
Citations
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“Credibility has been a widely used construct in several disciplines such as communication, information science, psychology, marketing, management, human–computer interaction and forecasting (Pornpitakpan, 2004; Rieh & Danielson, 2007; Roberts, 2010).”
BackgroundCredibility of climate change denial in social media
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“…of information that propagates in a social network is a critical factor that can shape the beliefs: if incoming information from a person’s social network carries no credibility, then it is less likely to be incorporated in to the belief of the person (Pornpitakpan, 2004; Heesacker et al., 1983).”
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“This component has not been well examined by previous studies through either direct source manipulation or message content manipulation since previous research has focused exclusively on expertise and trustworthiness (Pornpitakpan, 2004; Yang & Beatty, 2016).”
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“A highly credible information source is more persuasive than a less creditable one [49,63].”
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“More recently, several empirical studies from varied contexts have also established the importance of the source expertise and trustworthiness factors in determining attitudes and information acceptance (e.g., Sussman & Siegal 2003; Pornpitakpan, 2004; Cheung et al., 2008; Jin et al., 2009).”
BackgroundResultInfluentialDekker, K., & van Reijmersdal, E. A. (2013) · Journal of Promotion Management · doi:10.1080/10496491.2013.769473 · Cited by 58
“The source credibility model (Amos et al., 2008; Eisend, 2010; McCracken, 1989; Pornpitakpan, 2004) is an important and commonly used model that summarizes the characteristics of the celebrity that are most important for persuasion.”
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“Within the text and discourse literature, source credibility, or how believable a source of information is perceived to be (Alison et al., 2012), is usually evaluated in terms of a source’s trustworthiness and expertise (Lombardi, Seyranian, & Sinatra, 2014; Pornpitakpan, 2004; Sparks & Rapp, 2011).”
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“…the EITC is thought to carry less stigma than other benefit programs ( Halpern-Meekin et al. 2015 , a potential recipient may nevertheless distrust government or face psychological stressors that prevent them from carrying out plans to file a return ( Hovland and Weiss 1951; Pornpitakpan 2004 .”
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“…Pervious research has identified numerous factors that can influence trustworthiness and credibility judgements in online contexts (for literature reviews, see Metzger & Flanagin, 2015; Metzger & Flanagin, 2013; Pornpitakpan, 2004; Wathen & Burkell, 2002; see also Vraga & Bode, 2017; Chang, 2015).”
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“First of all, research has shown source credibility to be an important factor for persuasive power (Pornpitakpan, 2004), and a higher persuasive power may lead to reduced advice discounting.”
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“…to note that while people may be able to use easily observable attributes of a message source—such as physical attractiveness (Lau & Redlawsk, 2001; Pornpitakpan, 2004, p. 248)—to infer its credibility, culturally dependent similarity cues (such as the ability to infer a source’s gender from the…”
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“(Pornpitakpan, 2004)”
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“…a number of these studies and has involved many different dimensions such as expertise and trustworthiness (Berlo & Lemert, 1961; O’Keefe, 1990; Pornpitakpan, 2004), physical attractiveness (Chaiken, 1979; Eagly & Chaiken, 1975), gender (Kenton, 1989), competency (Berlo & Lemert, 1961), and…”
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“This argument from the seller should be challenging because the information is asymmetrically held (and hence hard to refute) speciWc evidence (Brem & Rips, 2000) that is credible for a seller to have (Pornpitakpan, 2004), contains causal chains (e.”
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“The three-dimension credibility framework (expertise, trustworthiness, and attractiveness) developed by Ohanian (1990) has been most widely used and has proven to be valid in different cultures (Pornpitakpan 2004).”
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“• Credibility of actors has been extensively studied and debated in the past (Hovland and Weiss 1951; Pornpitakpan 2004; Sternthal et al. 1978).”
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“…source credibility is an important cue that influences people’s attitude (e.g., Chaiken & Maheswaran, 1994; Chen & Chaiken, 1999; Erdogan, 1999; Freedman, Adam, Davey, & Koegl, 1996; Hovland et al., 1953; Petty & Caccioppo, 1986; Reinhard & Sporer, 2008, 2010; for a review, see Pornpitakpan, 2004).”
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“(1953), research has repeatedly shown that credible sources are more persuasive than non-credible ones (Pornpitakpan, 2004).”
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“Therefore, the present study relies on Cable and Turban’s (2001) recent theory-driven taxonomy to identify four major types of recruitment sources (recruitment advertising, recruitment events, publicity, and word of mouth) and applies a source credibility perspective (Hovland, Janis, & Kelley, 1953; Pornpitakpan, 2004…”
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“Political leaders also promote negative information about their opponents and the acceptance of such views will again depend upon their own credibility ( Pornpitakpan, 2004”
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“Source expertise has been defined as the degree of knowledge and experience a source holds about a job or recruiting organization (Bone, 1995; van Hoye & Lievens, 2009) and it is also a component of source credibility (Fisher, Ilgen, & Hoyer, 1979; Pornpitakpan, 2004).”
BackgroundPluviano, S., Sala, S. D., & Watt, C. A. (2020) · Cognitive Processing · doi:10.1007/s10339-020-00974-8 · Cited by 54
“Hypothesis 1 derived from the literature on source credibility effects showing that highly credible sources have proven to be more persuasive than less credible sources (Hovland et al. 1953; Pornpitakpan 2004).”
BackgroundInfluentialWe will make you like our research: The development of a susceptibility-to-persuasion scale
Modic, D., Anderson, R., & Palomäki, J. (2018) · PLoS ONE · doi:10.1371/journal.pone.0194119 · Cited by 54
Wienrich, C., Reitelbach, C., & Carolus, A. (2021) · Frontiers in Computer Science · doi:10.3389/fcomp.2021.685250 · Cited by 54
“To summarize, research in various areas revealed that perceived expertise affects the trustee ’ s trustworthiness (e.g., commercial: Eisend, 2006, health: Gore and Madhavan, 1993; Kareklas et al., 2015), general review see Pornpitakpan (2004).”
BackgroundSundermann, G., & Munnukka, J. (2022) · Journal of Interactive Marketing · doi:10.1177/10949968221087256 · Cited by 57
Liao, M., & Mak, A. K. Y. (2019) · Public Relations Review · doi:10.1016/j.pubrev.2019.101840 · Cited by 51
Girish, V. G., Park, E., & Lee, C. (2020) · International Journal of Tourism Research · doi:10.1002/jtr.2427 · Cited by 54
A Temporal Study of the Effects of Online Opinions: Information Sources Matter
Huang, J., Boh, W. F., & Goh, K. H. (2017) · Journal of Management Information Systems · doi:10.1080/07421222.2017.1394079 · Cited by 49
“Based on Aiken and West [1], we probe the interaction effects.”
MethodThe Role of Scientific Source Credibility and Goodwill in Public Skepticism Toward GM Foods
Hunt, K. P., & Wald, D. M. (2020) · Environmental Communication · doi:10.1080/17524032.2020.1725086 · Cited by 50
“For comprehensive reviews, see: NASEM (2017b), Pornpitakpan (2004), Scott et al. (2018).”
BackgroundInfluentialLi, S., Kallas, Z., Rahmani, D., & Roig, J. M. G. (2021) · Foods · doi:10.3390/foods10081898 · Cited by 57
“Previous research has revealed that information from highly trusted sources is more likely to evoke changes in attitudes and behaviors [51].”
BackgroundPrike, T., Butler, L. H., & Ecker, U. K. H. (2024) · Scientific Reports · doi:10.1038/s41598-024-57560-7 · Cited by 46
Cross-Cutting Messages and Political Tolerance: An Experiment Using Evangelical Protestants
Robinson, C. (2010) · Political Behavior · doi:10.1007/s11109-010-9118-9 · Cited by 46
“Moreover, we know that source credibility is relevant to our understanding of persuasion (see Pornpitakpan 2004 ).”
BackgroundHuang, J., & Yang, J. Z. (2019) · Journal of Risk Research · doi:10.1080/13669877.2019.1569090 · Cited by 46
“Rather, risk perception increased only among viewers who believed that the documentary was credible, objective, and unbiased, which is consistent with previous research showing the important role that credibility plays in persuasion (Pornpitakpan 2004).”
ResultDeveloping effective social media messages: Insights from an exploratory study of industry experts
Majid, S., López, C., Megicks, P., & Lim, W. M. (2019) · Psychology and Marketing · doi:10.1002/mar.21196 · Cited by 49
“This has led to marketers placing a strong emphasis on the quality of the message content, its source characteristics, and interactivity etiquette (Pornpitakpan, 2004).”
BackgroundThe Impact of Shadow IT Systems on Perceived Information Credibility and Managerial Decision Making
Myers, N., Starliper, M., Summers, S. L., & Wood, D. A. (2017) · Accounting Horizons · doi:10.2308/acch-51737 · Cited by 46
“Additionally, research has shown that individuals tend to comply with the suggestions or advice given by credible sources more than that of non-credible sources and that the intention to comply with the advice increases as the perceived credibility of the source increases (e.g., see Bannister 1986; Pornpitakpan 2004).”
BackgroundTrusting the experts: The domain-specificity of prestige-biased social learning
Brand, C., Mesoudi, A., & Morgan, T. J. H. (2021) · PLoS ONE · doi:10.1371/journal.pone.0255346 · Cited by 31
Evidence-based recommendations for communicating the impacts of climate change on health
Peters, E. M., Boyd, P., Cameron, L. D., Contractor, N., Diefenbach, M. A., Fleszar‐Pavlović, S. E., Markowitz, E. M., Salas, R. N., & Stephens, K. K. (2022) · Translational Behavioral Medicine · doi:10.1093/tbm/ibac029 · Cited by 54
Bromme, R., Scharrer, L., Stadtler, M., Hömberg, J., & Torspecken, R. (2014) · Journal of Research in Science Teaching · doi:10.1002/tea.21172 · Cited by 45
Overcoming adolescents' resistance to anti-inhalant appeals.
Crano, W. D., Siegel, J. T., Alvaro, E. M., & Patel, N. (2007) · Psychology of Addictive Behaviors · doi:10.1037/0893-164x.21.4.516 · Cited by 45
Jackson, B., Whipp, P. R., Chua, K. L. P., Dimmock, J. A., & Hagger, M. S. (2013) · Journal of Sport and Exercise Psychology · doi:10.1123/jsep.35.1.72 · Cited by 45
“Alternatively, the magnitude of any effects of teacher expectations upon student outcomes might also be moderated by the extent to which students believe in their teacher’s capabilities (see Pornpitakpan, 2004).”
BackgroundPeng, L., Liao, Q., Wang, X., & He, X. (2016) · Electronic Commerce Research · doi:10.1007/s10660-016-9213-z · Cited by 54
Bhattacharjee, S., & Brown, J. O. (2017) · The Accounting Review · doi:10.2308/accr-51816 · Cited by 45
Smironva, E., Kiatkawsin, K., Lee, S. K., Kim, J., & Lee, C.-H. (2019) · Current Issues in Tourism · doi:10.1080/13683500.2019.1599828 · Cited by 47
“…and accuracy has become a focus of a great number of studies (Cheung, Luo, Sia, & Chen, 2009; Cheung, Sia, & Kuan, 2012; Del Chiappa, Lorenzo-Romero, & Alarcón-Del-Amo, 2018; Filieri, 2016; Gretzel & Yoo, 2008; Hu, Pavlou, & Zhang, 2006; Li & Hitt, 2008; Pan & Chiou, 2011; Pornpitakpan, 2004).”
Kim, J. M., Kim, M., & Key, S. (2020) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-10-2019-0163 · Cited by 47
Expert authority and support for COVID-19 measures in Germany and the UK: a survey experiment
Heinzel, M., & Liese, A. (2021) · West European Politics · doi:10.1080/01402382.2021.1873630 · Cited by 49
“Both psychologists and scholars of political communications have studied the role of sources in shaping public opinion (Chaiken 1980; Chung et al. 2008; Hovland and Weiss 1951; Pornpitakpan 2004).”
BackgroundJang, S., Kim, B., & Lee, S. (2022) · Tourism Management · doi:10.1016/j.tourman.2022.104501 · Cited by 46
“According to the source credibility framework (Pornpitakpan, 2004), firm-initiated online testimonials may be perceived to be less credible than employee-generated eWOM such as the OER used in the current study.”
Using Social and Behavioral Science to Support COVID-19 Pandemic Response
Cucchiarini, V., Lunn, P., Robertson, D. A., & Viale, R. (2023) · Springer eBooks · doi:10.1007/978-3-319-57365-6_319-1 · Cited by 47
Kemmerly, J. D., & Macfarlane, V. (2008) · Zoo Biology · doi:10.1002/zoo.20193 · Cited by 45
The Interplay Between Human Likeness and Agency on Virtual Influencer Credibility
Park, S., & Sung, Y. (2023) · Cyberpsychology Behavior and Social Networking · doi:10.1089/cyber.2023.0060 · Cited by 45
“9 Furthermore, interactions between influencers and followers can increase the perception of influencer authenticity and emotional attachment.”
Lyon, A. R., Ludwig, K. A., Romano, E. F. T., Leonard, S. S., Stoep, A. V., & McCauley, E. (2013) · Administration and Policy in Mental Health and Mental Health Services Research · doi:10.1007/s10488-013-0494-4 · Cited by 44
“These dimensions are consistent with the literature on persuasive communication, which identifies expertise and aspects of trustworthiness as two of the most important variables to source credibility (Pornpitakpan 2004).”
The Influence of Beauty Vlog on Perceived Source Credibility and Purchase Intention
Rahmi, Y., Sekarasih, L., & Sjabadhyni, B. (2017) · Makara Human Behavior Studies in Asia · doi:10.7454/mssh.v21i1.3496 · Cited by 57
“This result is inconsistent with previous research from who found that audience perceptions about trustworthiness and expertise mediated the relationship between information source and behavioral intentions (Hautz et al., 2014; Ohanian, 1990; Pornpitakpan, 2004).”
BackgroundResult
Metadata
- 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
- 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
- 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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