This study examined the effect of cigarette smoking on the perceptions of source credibility. A sample of smokers and nonsmokers were recruited (N = 272) and randomly assigned to view one of four versions of a photograph male with cigarette, female with cigarette, male without cigarette, and female without cigarette. Perceptions of the photographs were then recorded using a credibility scale Nonsmoking models were rated significantly higher than smokers in competency, character, and composure while smoking models received significantly higher marks than nonsmokers in extroversion.
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