Credibility Institute




"Source credibility theory is an established theory that explains how communication's persuasiveness is affected by the perceived credibility of the source of the communication. The credibility of all communication, regardless of format, has been found to be heavily influenced by the perceived credibility of the source of that communication.




























The idea of credibility was first derived from Aristotle who argued that the speaker’s reliability must be built and established in speech and that what the speaker did or said before such a speech was not of importance.


Aristotle divided the aspects of persuasion into three categories: ethos (credibility), pathos (emotion) and logos (logic). As credibility refers to people believing who they trust, emotion and logic indicate a person’s emotional connection and means of reasoning to convince one of a particular argument and/or speech.


The area of source credibility is studied for practical applications in communication, marketing, law, and political science."



Source: Wikipedia


Keep reading the article on Wikipedia: Source Credibility








APPLBAUM, Ronald L., ANATOL, Karl W. E. (1973). Dimensions of Source Credibility: A Test for reproducibility. Speech Monographs, Vol. 40, August 1973.


HESSELS, Laurens, van LENTE, Harro (2011). Practical Applications as a Source of Credibility: A Comparison of Three Fields of Dutch Academic Chemistry. Minerva, 49: 215-240.


HOVLAND, Carl I., JANIS, Irving L., KELLEY, Harold H. (1953). Communication and Persuasion. Forth printing 1976. New Haven and London: Yale University Press.


HOVLAND, C.I., WEISS, Walter (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly 15 (4): 635-650.


STERNTHAL, Brian, DHOLAKIA, Ruby, LEAVITT, Clark (1978). The Persuasive Effect of Source Credibility: Tests of Cognitive Response. Journal of Consumer Research, Vol. 4, March 1978.


TEVEN, Jason J., McCROSKEY, James C. (1999). Source Credibility. Society for Conceptual Logistics in Communication Research/Journal of Concepts in Communication.


UMEOGU, Bonachristus (2012). Source Credibility: A Philosophical Analysis. Open Journal of Philosophy Vol.2, No.2, 112-115.

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Hovland et al., 1951

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