Authors
Zakary L Tormala, Pablo Briñol, Richard E Petty
Publication date
2007/8
Journal
Social cognition
Volume
25
Issue
4
Pages
536-552
Publisher
Guilford
Description
Past research suggests that under high elaboration conditions, source credibility can play more than one role in persuasion. In particular, source credibility can affect the valence of people's thoughts generated in response to persuasive messages or it can affect the confidence with which people hold those thoughts. In the present research, two experiments explore the conditions under which these conceptually distinct effects occur. It is demonstrated that the effect of source credibility on thought confidence is dominant when source information follows, rather than precedes, a persuasive message. When source information precedes a message, it affects the valence of issue–relevant thinking.
Total citations
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