A summary of experimental research in ethos

Andersen, Kenneth E.; Clevenger, Theodore

doi:10.1080/03637756309375361

Cited by 140 publications

(49 citation statements)

References 36 publications

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“…Research in the area of message credibility, as it is often termed, examines the association between message attributes and either the credibility of the message or the source of the message. That message credibility and source credibility are conceptually related was noted in an early review of experimental studies that found that message impact is related to source credibility (Anderson & Clevenger, 1963).…”

Section: Source Credibility and Message Evaluationmentioning

confidence: 96%

The influence of structural and message features on Web site credibility

Hong

2005

J. Am. Soc. Inf. Sci.

125

109

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This article explores the associations that message features and Web structural features have with perceptions of Web site credibility. In a within-subjects experiment, 84 participants actively located health-related Web sites on the basis of two tasks that differed in task specificity and complexity. Web sites that were deemed most credible were content analyzed for message features and structural features that have been found to be associated with perceptions of source credibility. Regression analyses indicated that message features predicted perceived Web site credibility for both searches when controlling for Internet experience and issue involvement. Advertisements and structural features had no significant effects on perceived Web site credibility. Institutionaffiliated domain names (.gov, .org, .edu) predicted Web site credibility, but only in the general search, which was more difficult. Implications of results are discussed in terms of online credibility research and Web site design.

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Section: Source Credibility and Message Evaluationmentioning

confidence: 96%

The influence of structural and message features on Web site credibility

Hong

2005

J. Am. Soc. Inf. Sci.

125

109

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“…Understanding and defining source credibility in the advertising and speech communication context is often confusing because of the many different operationalizations that appear in the literature. For example, in experimental studies, source credibility is often considered a categorical variable, such that individuals are presented as having high or low credibility (e.g., Anderson and Clevenger 1963;Griffitt 1966;Maddux and Rogers 1980). Other approaches commonly used to describe this phenomenon include the use of such labels as: ethos, prestige, reputation, status, authority, competence, etc.…”

Section: Definitions Of Source Credibilitymentioning

confidence: 99%

“…Studies have measured the process by which a communicator's perceived attractiveness, trustworthiness, and expertise mediate immediate and delayed attitude change and persuasion (Anderson and Clevenger 1963;Baker and Churchill, Jr. 1977;Hovland and Weiss 1951;Johnson, Torcivia, and Poprick 1968;Kelman and Hovland 1953;Patzer 1983;Simon, Berkowitz, and Moyer 1970;Whittaker and Meade 1968).…”

mentioning

confidence: 99%

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

Ohanian

1990

Journal of Advertising

2,516

2,255

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“…And when the corporation is the source, expertise and trustworthiness are its suitable characteristics. According to Yoon et al (1998) and Anderson et al (1970) source credibility can be conceptualized as a "weight" that can enhance the value of information in a message.…”

Section: Source Credibilitymentioning

confidence: 99%

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

Sallam¹

2011

IJMS

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An endorser or a spokesperson is frequently used by marketers in their product advertisements as a credible source that is hoped to influence the attitude of consumers in the marketplace toward the shown advertisement, the brand and most importantly their purchase intentions. Corporate credibility C/C -the reputation of a company for honesty and expertise is another type of source credibility that is said to influence consumers' reaction to the shown product advertisements and shape their attitudes to brands. The present study assessed the impact of both source credibility (corporate credibility (C/C) and endorser credibility En/C) on Saudi consumers' attitude toward advertising (Aad), attitude toward brand (Ab), and purchase intention (PI) when brand familiarity is tested. A study carried out in Saudi Arabia using 150 respondents as consumers who used cover head product of (AL-Bassam). Path analysis confirmed that, attractiveness of endorser had strengthened impact on (Aad), then expertise, while no effect for endorser trustworthiness on (Aad). While trustworthiness is significant in all C/C relations with the other variables (i.e. Aad, Ab and PI), there is no effect for PAB on relationship between (Aad) and (Ab).Originality/value -In this study, the said relationships amongst the six variables are revisited. The difference lie in the use of Saudi consumers, a developing country compared to developed countries in past studies, in addition to the use of a real advertisement including (product, endorser and company) rather than make believe advertisement. This will provide the first insight on Saudi consumer's behaviour.Paper type -research paper

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A summary of experimental research in ethos

Cited by 140 publications

References 36 publications

The influence of structural and message features on Web site credibility

The influence of structural and message features on Web site credibility

Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness

The Impact of Source Credibility on Saudi Consumer’s Attitude toward Print Advertisement: The Moderating Role of Brand Familiarity

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