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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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“Research on risk communication has shown that, especially in less information-rich environments, people tend to rely foremost on assessments of the credibility of the information source to evaluate information (Peters et al. 1997; Pornpitakpan 2004).”
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“The scale includes the dimensions of trustworthiness, attractiveness and expertise and was shown by the developer to possess reliability, and nomological, convergent, and discriminant validity (Pornpitakpan, 2004).”
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“The communicator’s actual expertise is not as important as the audience’s perception of their expertness (Pornpitakpan, 2004).”
On the persuadability of memory: Is changing people's memories no more than changing their minds?
Nash, R. A., Wheeler, R. L., & Hope, L. (2014) · British Journal of Psychology · doi:10.1111/bjop.12074 · Cited by 34
“…of the article in British Journal of Psychology, which has been published in final form at http://dx.doi.org/10.1111/bjop.12074 Acknowledgements: The authors are grateful to Hartmut Blank, Peter Hegarty, James Sauer, and two anonymous reviewers for their extremely helpful comments on this paper.”
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“The related first two hypotheses suggest that selected messages will have persuasive impact, depending on the source—a notion that goes back to classic works (e.g., Hovland & Weiss, 1951; Pornpitakpan, 2004).”
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“Across studies, more highly credible sources produce greater persuasive effects than sources with lesser credibility (Pornpitakpan, 2004).”
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“One caveat for the influence of communicator credibility on persuasiveness, however, is that it might be subject to the influence of the message recipients’ prior attitudes toward the issue (Pornpitakpan, 2004).”
Heinberg, M., Ozkaya, H. E., & Taube, M. (2017) · Journal of International Business Studies · doi:10.1057/s41267-017-0071-2 · Cited by 39
“The effect is widely accepted in the literature (Pornpitakpan, 2004; Wilson & Sherrel, 1993), but some studies challenge the importance of source credibility for the cognitive route.”
BackgroundAssociations of teacher credibility and teacher affinity with learning outcomes in health classrooms
Gray, D. L., Anderman, E. M., & O'Connell, A. A. (2010) · Social Psychology of Education · doi:10.1007/s11218-010-9143-x · Cited by 32
“Since then, several researchers have documented the critical effect of source credibility in persuasion (e.g. Chaiken and Maheswaran 1994; Eagly and Chaiken 1993; Heesacker et al. 1983; Hovland and Weiss 1951; Kelman and Hovland 1953; Petty and Wegener 1998; Pornpitakpan 2004; Tormala et al. 2006).”
BackgroundDark marketing: ghost in the machine or skeleton in the cupboard?
Brown, S. W., III, McDonagh, P., & Shultz, C. J. (2012) · European Business Review · doi:10.1108/095553412112224771 · Cited by 32
How Positive Framing May Fuel Opposition to Low-Carbon Technologies
de Vries, G. (2016) · Journal of Language and Social Psychology · doi:10.1177/0261927x16663590 · Cited by 32
“Although the influence of the source of a frame is particularly strong when the frame is processed heuristically (Pornpitakpan, 2004), characteristics of the source always play an important role in how information about low-carbon technologies is perceived and evaluated (e.”
BackgroundTailoring heuristics and timing AI interventions for supporting news veracity assessments
Horne, B. D., Nevo, D., Adalı, S., Manikonda, L., & Arrington, C. (2020) · Computers in Human Behavior Reports · doi:10.1016/j.chbr.2020.100043 · Cited by 34
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“…in this study contains information aimed at changing users’ behaviour, it can be argued that its credibility is paramount in convincing people to use the technology (Pornpitakpan, 2006), which is aligned with past research on the credibility of online information (e.g. Hussain et al., 2023).”
Bruns, H., Dessart, F. J., Krawczyk, M. W., Lewandowsky, S., Pantazi, M., Pennycook, G., Schmid, P., & Smillie, L. (2024) · Scientific Reports · doi:10.1038/s41598-024-71599-6 · Cited by 34
Javed, S., Rashidin, M. S., & Jian, W. (2024) · Humanities and Social Sciences Communications · doi:10.1057/s41599-024-04107-w · Cited by 40
“Being knowledgeable in a domain of interest, having expertise or even having a reliable title, such as a doctorate, together shape speaker expertise (Pornpitakpan, 2004).”
InfluentialShaw, D. R., GREEN, D. P., Gimpel, J. G., & Gerber, A. S. (2012) · Journal of Political Marketing · doi:10.1080/15377857.2012.724305 · Cited by 31
“Our null findings are subject to two interpretations: Either basic suppositions about source credibility need to be reconsidered (Pornpitakpan 2004) or the communication channel, automated calling, robs the message of its force (Green and Gerber 2008).”
Backgroundde Vries, G., Terwel, B. W., & Ellemers, N. (2014) · Journal of Environmental Psychology · doi:10.1016/j.jenvp.2014.01.003 · Cited by 34
“The identity of the source of communication is a heuristic cue that can come in handy in this regard (Pornpitakpan, 2004).”
BackgroundRothstein, J. D., Caulfield, L. E., Broaddus-Shea, E. T., Muschelli, J., Gilman, R. H., & WINCH, P. J. (2019) · Social Science & Medicine · doi:10.1016/j.socscimed.2019.05.029 · Cited by 31
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“Both the empirical literature on testimony (Pornpitakpan 2004) and other formal treatments (e.g., Schum 1994; Harris et al. 2016) have decomposed ‘reliability’ into more fine-grained concepts such as veracity, bias, and accuracy, that seek to more faithfully reflect how testimony comes about.”
Recruitment methods, recruitment outcomes and information credibility and sufficiency
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“…between the intertext model and the situations model; (2) the type of connections among documents and concepts; and (3) source credibility (i.e., the perceived willingness of a source to provide accurate, reliable information; Pornpitakpan, 2004) of the information sources within the documents.”
BackgroundThe Public’s Perceptions of Government Officials’ Communication in the Wake of the COVID-19 Pandemic
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“According to SCT, changes in behaviour are often a result of successful communication from highly credible sources (Hummer & Davison, 2016; Pornpitakpan, 2004).”
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“Judgements about source credibility, in turn, affect whether or not information from a source is used in reasoning and to inform action (Pornpitakpan 2004).”
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“In addition, many studies have looked beyond the message itself; revealing that greater credibility of the message ‘source’ is associated with higher motivation [29, 32, 40].”
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“According to source credibility theory, the credibility of an information source has been commonly identified to consist of expertise, trustworthiness, co-orientation, and attraction [10,14,24,42,48].”
BackgroundCoercive Interrogation of Eyewitnesses Can Produce False Accusations
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“Expertise was found to be a positive influence on source credibility in the study conducted by Pornpitakpan (2004a), which highlights that perceived expertise leads to positive attitudes towards the endorser and advertised good or service.”
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“This form of credibility has also been extensively studied and debated in earlier studies (see Hovland and Weiss 1951; Sternthal, Ruby et al. 1978; Pornpitakpan 2004).”
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“An extensive social psychological research has shown that the characteristics of the source have a critical impact when it comes to belief endorsement (Pornpitakpan, 2004)).”
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“Such a claim is also supported by research on the role of source credibility in determining the effectiveness of communication strategies aimed at influencing the attitudes and behaviours of certain audiences (Hovland & Weiss, 1951; Pornpitakpan, 2004).”
BackgroundZhu, D. H., Lan, L. Y., & Chang, Y. P. (2017) · International journal of business and information/International journal of business & information · Cited by 28
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“Source features, especially those that relate to the trustworthiness or credibility (both terms have been used interchangeably in the literature) of a source, have been identified as an important factor affecting reasoning about information of various kinds [7, 8].”
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“Expertise in this context “refers to the extent to which a speaker is received to be capable of making correct assertions” (Pornpitakpan, 2004, p. 244).”
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“Source credibility is * Raoul Bell raoul.bell@hhu.de 1 Department of Experimental Psychology, Heinrich Heine University Düsseldorf, 40225 Düsseldorf, Germany formed by two components: competence and trustworthiness (Pornpitakpan, 2004).”
BackgroundSun, Y., & Lu, F. (2022) · Journalism & Mass Communication Quarterly · doi:10.1177/10776990221084606 · Cited by 28
“, 2017), making it more likely to change receivers’ attitudes or behaviors (Pornpitakpan, 2004).”
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“At this stage, consumers, for one thing, have usually not yet formed an opinion about the product in question and can therefore be easily influenced (Isaac and Grayson 2017; Pornpitakpan 2004).”
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Girandola, F., & Joule, R. (2012) · L’Année psychologique · doi:10.3917/anpsy.121.0115 · Cited by 28
Berry, T. R., & Shields, C. A. (2013) · Journal of Health Psychology · doi:10.1177/1359105312468190 · Cited by 28
“Source credibility research indicates that credible sources tend to result in central processing and more elaboration than low credible sources (Pornpitakpan, 2004), but source credibility is more influential when there is a low amount of thinking (Wagner and Petty, 2011).”
BackgroundBiased Evidence Processing by Multidisciplinary Greenhouse Gas Assurance Teams
Kim, S., Green, W. J., & Johnstone, K. M. (2015) · Auditing A Journal of Practice & Theory · doi:10.2308/ajpt-51368 · Cited by 31
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“Clearly, further investigation is needed to ascertain the usefulness of the concept in the United Kingdom, particularly as cultural differences have emerged in previous studies (Feick & Price, 1987; Kontos, Emmons, Puleo, & Viswanath, 2011; Pornpitakpan, 2004; Ruvio & Shoham, 2007).”
InfluentialTrembath, D. L., Paynter, J. M., Keen, D., & Ecker, U. K. H. (2015) · Evidence-Based Communication Assessment and Intervention · doi:10.1080/17489539.2015.1103433 · Cited by 28
“Finally, it is known that source credibility plays a significant role in persuasion, and source trustworthiness in particular is an important factor in belief formation (cf. Pornpitakpan, 2004).”
BackgroundMental health service use among young adults: A communication framework for program development
Munson, M. R., & Jaccard, J. (2018) · Administration and Policy in Mental Health and Mental Health Services Research · doi:10.1007/s10488-016-0765-y · Cited by 28
“Source Variables A large body of research in social and health psychology has implicated three salient dimensions of source effectiveness, (1) perceived expertise, (2) perceived trustworthiness, and (3) perceived accessibility (Jaccard 2009; Pornpitakpan 2004).”
BackgroundSafford, T. G., Whitmore, E., & Hamilton, L. C. (2019) · Environmental Sociology · doi:10.1080/23251042.2019.1696008 · Cited by 31
“Similarly, the objectivity of scientific findings increases their social value and science-users often emphasize scientific recommendations to transcend competing interests (Collins and Evans 2002; Lupia 2013; Nadelson et al. 2014; Pornpitakpan 2004; Vraga et al. 2018; Yamamoto 2012).”
Backgroundvan der Linden, S., Albarracín, D., Fazio, L. K., Freelon, D., Roozenbeek, J., Swire‐Thompson, B., & Bavel, J. J. V. (2023) · PsycEXTRA Dataset · doi:10.1037/e506432023-001 · Cited by 34
Zhao, Y., Zhu, S., Wan, Q., Li, T., Zou, C., Wang, H., & Deng, S. (2022) · Journal of Medical Internet Research · doi:10.2196/37623 · Cited by 29
“Previous work in psychology has shown that participants tend to believe information from people they consider credible [13].”
Powers, G., Johnson, J. P., & Killian, G. (2023) · Journal of Interactive Advertising · doi:10.1080/15252019.2023.2260399 · Cited by 29
“More than 50 years of consumer research indicates that those who perceive a source as credible are more likely to accept the source’s message and therefore change attitudes, intentions, and behaviors, including purchase intention (Pornpitakpan 2004).”
BackgroundInfluentialThe doctor’s digital double: how warmth, competence, and animation promote adherence intention
Dai, Z., & MacDorman, K. F. (2018) · PeerJ Computer Science · doi:10.7717/peerj-cs.168 · Cited by 30
“…been used extensively to assess source credibility (McCroskey & Teven, 1999; McGinnies & Ward, 1980); they are important in the literature on persuasion because credible sources are more persuasive (Jain & Posavac, 2001; Maddux & Rogers, 1980; Pornpitakpan, 2004; Sertoglu, Catl & Korkmaz, 2014).”
BackgroundMethodToward a Process-Transfer Model of the Endorser Effect
Wong, V. C. H., Fock, H. K. Y., & Ho, K. Y. (2020) · Journal of Marketing Research · doi:10.1177/0022243720910453 · Cited by 27
“The source-credibility model posits that the perceived credibility of an endorser can carry over to influence the persuasiveness of product/brand-related information (Hovland and Weiss 1951; Pornpitakpan 2004; Sternthal, Dholakia, and Leavitt 1978).”
BackgroundLondon, J., Li, S., & Sun, H. (2022) · Information Systems Research · doi:10.1287/isre.2021.1095 · Cited by 27
(2020) · Cambridge University Press eBooks · doi:10.1017/9781108695374 · Cited by 30
The Decoy Effect and Recommendation Systems
Mousavi, N., Adamopoulos, P., & Bockstedt, J. C. (2023) · Information Systems Research · doi:10.1287/isre.2022.1197 · Cited by 31
“Persuasion factors, source credibility, content quality, and fit differ based on users’ motivation to process the content (Petty and Cacioppo 1979, Pornpitakpan 2004).”
BackgroundIm, H., & Lee, G. (2023) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-09-2021-0449 · Cited by 26
Green Social Media Campaigns: Influencing Consumers’ Attitudes and Behaviors
Ummar, R., Shaheen, K., Bashir, I., Haq, J. U., & Bonn, M. A. (2023) · Sustainability · doi:10.3390/su151712932 · Cited by 32
Venciūtė, D., Karalius, L., Reardon, J., & Auruškevičienė, V. (2023) · Journal of Product & Brand Management · doi:10.1108/jpbm-12-2022-4253 · Cited by 23
Examining digital advertising using an affect transfer hypothesis
Stewart, K., Kammer-Kerwick, M., Koh, H. E., & Cunningham, I. C. M. (2018) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-07-2017-0053 · Cited by 27
“High credibility sources have been found to be more persuasive than low credibility sources (MacKenzie, Lutz and Belch 1986; Petty & Wegener 1998; Pornpitakpan 2004; Sinkovics, Pezderka and Haghirian 2012; Yang, Kim and Yoo 20013).”
BackgroundCulture in Mind – An Enactivist Account
Hutto, D. D., Gallagher, S., Ilundáin‐Agurruza, J., & Hipólito, I. (2020) · Cambridge University Press eBooks · doi:10.1017/9781108695374.009 · Cited by 29
Overconfidence in new start‐up success probability judgement
Wickham, P. A. (2006) · International Journal of Entrepreneurial Behaviour & Research · doi:10.1108/13552550610679168 · Cited by 27
Can Nudges Increase Take-up of the EITC?: Evidence from Multiple Field Experiments
Linos, E., Prohofsky, A. C., Ramesh, A., Rothstein, J., & Unrath, M. (2020) · National Bureau of Economic Research · doi:10.3386/w28086 · Cited by 28
Zerback, T., & Peter, C. (2018) · Human Communication Research · doi:10.1093/hcr/hqx007 · Cited by 28
Sohn, D., & Choi, S. (2019) · International Journal of Advertising · doi:10.1080/02650487.2018.1536507 · Cited by 27
“In the persuasion literature, source expertise is usually regarded as a peripheral feature of a message as it is not directly related with what the message is mainly about (Brinol, Petty, and Tormala 2004; Petty, Cacioppo, and Goldman 1981; for review, see Pornpitakpan 2004).”
BackgroundRatajczak, M., Gold, N., Hailstone, S., & Chadborn, T. (2019) · Journal of Antimicrobial Chemotherapy · doi:10.1093/jac/dkz392 · Cited by 26
Miranda, S., Cunha, P., & Duarte, M. (2019) · Review of Managerial Science · doi:10.1007/s11846-019-00370-3 · Cited by 26
“…however, an agreement regarding the importance of the expertise and reliability dimensions in the context of social media (Ayeh et al. 2013; Freeman and Spyridakis 2004; Wang et al. 2008; Mir and Zaheer 2012; Ohanian 1990; Pornpitakpan 2004; Tseng and Fogg 1999; Yoo and Gretzel 2008; Yuksel 2016).”
BackgroundJohnson, B. K., Bradshaw, A. S., Davis, J., Diegue, V., Frost, L., Hinds, J., Lin, T., Mizell, C., Quintana, D., & Wang, R. (2021) · Journal of Media Psychology Theories Methods and Applications · doi:10.1027/1864-1105/a000310 · Cited by 26
Debunking health myths on the internet: the persuasive effect of (visual) online communication
Kessler, S. H., & Bachmann, E. (2022) · Journal of Public Health · doi:10.1007/s10389-022-01694-3 · Cited by 31
“2020; Pornpitakpan 2004; Valentini 2018).”
BackgroundInfluentialRiggs, E. E., Shulman, H. C., & Lopez, R. (2022) · Public Understanding of Science · doi:10.1177/09636625221077385 · Cited by 26
“Previous research has demonstrated that increasing message credibility can positively affect attitudes toward the message topic (see Pornpitakpan, 2004).”
BackgroundInfluential
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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