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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“…communication, which continues to generate great interest in the literature due to its repercussions on listeners’ beliefs, attitudes and behaviours (Pornpitakepan, 2004; Soto-Sanfiel, 2013); and thirdly, credibility is the most influential variable in evaluation of speakers who appear in the…”
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“These factors are influential on health behaviors (Pornpitakpan, 2004; Raza et al., 2021), social matters (Kelman and Hovland, 1953; Goyanes, 2020), and brandrelated attitudes (Goldsmith et al., 2000; Thomas and Sooknanan, 2019).”
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“We build on existing literature by positing that we would expect the sourcing of the information to a sender to strengthen its impact if citizens hold positive attitudes toward the sender (Pornpitakpan, 2004).”
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MEDIJSKE STUDIJE / MEDIA STUDIES
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“Considering attractiveness is an important cue in an initial judgment of another person (Ohanian 1990; Widgery and Ruch 1981), and attractiveness has been identified as an important component of source credibility (Ohanian 1990; Pornpitakpan 2004).”
BackgroundDo Citizens See Through Transparency? Evidence from Survey Experiments in Peru
Hawkins, D. G., Brook, L. C., Hansen, I., Hoopes, N. A., & Tidwell, T. R. (2017) · British Journal of Political Science · doi:10.1017/s0007123416000466 · Cited by 13
Rosaen, S. F., Dibble, J. L., & Hartmann, T. (2019) · Communication Research Reports · doi:10.1080/08824096.2019.1598854 · Cited by 13
“…on features of the message itself: for example, the number and quality of arguments made (e.g., Petty & Cacioppo, 1984); and/or source factors, for example, authority (e.g., Harvey & Hayes, 1972), likeability (e.g., Reinhard & Messner, 2009), and credibility (for a review, see Pornpitakpan, 2004).”
BackgroundCHASSIS: Conformity Meets Online Information Diffusion
Li, H., Li, H., & Bhowmick, S. S. (2020) · ACM SIGMOD International Conference on Management of Data (SIGMOD) · doi:10.1145/3318464.3389780 · Cited by 13
Should I get that jab? Exploring influence to encourage vaccination via online social media
Langley, D., Wijn, R., Epskamp, S., & van Bork, R. (2015) · UvA-DARE (University of Amsterdam) · Cited by 13
Does a Credible Source Also Need a Fearful Audience?
Umeh, K. F. (2012) · Journal of Applied Social Psychology · doi:10.1111/j.1559-1816.2012.00916.x · Cited by 13
The credibility of refutation in two-sided anti-drug messages
Cornelis, E. F. I., Cauberghe, V., & Pelsmacker, P. D. (2015) · Journal of Social Marketing · doi:10.1108/jsocm-03-2014-0020 · Cited by 12
“Argument type is an important moderating variable that influences source and message credibility (Pornpitakpan, 2004).”
BackgroundInfluentialSource credibility and syllogistic reasoning
Copeland, D. E., Gunawan, K., & Bies-Hernandez, N. J. (2010) · Memory & Cognition · doi:10.3758/s13421-010-0029-0 · Cited by 13
“This study adds to the existing social psychology literature on effects of source credibility (Petty & Wegener, 1998; Pornpitakpan, 2004 ).”
BackgroundResultInfluentialUnger, M. A. (2008) · American Politics Research · doi:10.1177/1532673x08315856 · Cited by 13
“Credible sources should be more persuasive than noncredible ones (e.g., Fiske & Taylor, 1991; Petty & Cacioppo, 1986; Zaller, 1992; and see generally Pornpitakpan, 2004).”
BackgroundFacing clutter : on message competition in marketing communications
Rosengren, S. (2008) · Cited by 13
References to unbiased sources increase the helpfulness of community fact-checks
Solovev, K., & Pröllochs, N. (2025) · Scientific Reports · doi:10.1038/s41598-025-09372-6 · Cited by 19
“In general, politically biased sources tend to be perceived as less credible than non-biased sources [67].”
The literacy paradox: How AI literacy amplifies biases in evaluating AI-generated news articles
Kim, W., & Ryoo, Y. (2025) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2025.102992 · Cited by 18
Bull, E. R., Mills, M., Byrne-Davis, L. M. T., & Hart, J. (2020) · British Journal of Health Psychology · doi:10.1111/bjhp.12464 · Cited by 12
Effects of Competing Statistical and Testimonial Evidence in Debates About Science
Chinn, S., & Weeks, B. E. (2020) · Environmental Communication · doi:10.1080/17524032.2020.1837900 · Cited by 12
Carnahan, D., Ulusoy, E., Barry, R. C., McGraw, J., Virtue, I., & Bergan, D. E. (2022) · Journal of Communication · doi:10.1093/joc/jqac023 · Cited by 16
Estigarribia, L., Chalabe, J. K. T., Cisnero, K. G., Wajner, M., & Romano, L. G. (2022) · Science & Education · doi:10.1007/s11191-022-00362-y · Cited by 20
“Finally, both students and their environment recognized that there are a series of sociocultural factors that affect people when it comes to trusting or not trusting the information that reaches them, i.e., the emphasis is placed on the characteristics of the receiver (Pornpitakpan, 2004).”
BackgroundNonproliferation Information and Attitude Change: Evidence From South Korea
Son, S., & Park, J. H. (2022) · Journal of Conflict Resolution · doi:10.1177/00220027221126723 · Cited by 12
“According to the literature on source credibility (Lupia and McCubbins 1998; Pornpitakpan 2004; Richey 2008), expertise and trustworthiness are two preconditions of source credibility.8 As recommended by Bullock (2011), the contents of nonproliferation information are presented in specific and…”
BackgroundIntervention studies to encourage HPV vaccination using narrative: A scoping review
Okuhara, T., Kagawa, Y., Okada, H., Tsunezumi, A., & Kiuchi, T. (2023) · Patient Education and Counseling · doi:10.1016/j.pec.2023.107689 · Cited by 12
A Machine's ethos? An inquiry into artificial ethos and trust
Sætra, H. S. (2023) · Computers in Human Behavior · doi:10.1016/j.chb.2023.108108 · Cited by 17
Lee, N., Hong, Y., Hu, S., Kirkpatrick, C. E., Lee, S., & Hinnant, A. (2024) · Journal of Health Communication · doi:10.1080/10810730.2024.2339237 · Cited by 12
“Generally, a more credible source is more persuasive (Pornpitakpan, 2004).”
BackgroundDo Heuristic Cues Affect Misinformation Sharing? Evidence From a Meta-Analysis
Sun, Y., & Xie, J. (2024) · Journalism & Mass Communication Quarterly · doi:10.1177/10776990241284597 · Cited by 16
“A review of five decades of literature on source credibility showed that, in general, sources with high credibility are considered more convincing and have a greater impact on changing people’s attitudes than those with low credibility (Pornpitakpan, 2004).”
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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