How Message Evaluation and Source Attributes May Influence Credibility Assessment and Belief Change

Abstract

Although source credibility's importance in communication, particularly in persuasion, is well documented, audience processes in assessing source credibility and the resulting impact are inadequately specified. We hypothesize message quality will have direct effects and mediate partially the effects of initial credibility assessments on subsequent source credibility assessments and on belief change. Also, subsequent credibility assessments are expected to mediate effects of initial credibility assessments and message quality assessments on belief change. Reanalyses of experimental data (N=74) support the hypothesized direct effects and several proposed mediating relationships.