COMMUNICATOR CREDIBILITY: TRUSTWORTHINESS DEFEATS EXPERTNESS
The credibility of a highly trustworthy communicator was compared with that of an expert. The subjects (36 nuns) heard the same persuasive message concerning AIDS, presented under the guise of either a trustworthy source (a priest), an expert (a doctor), or a neutral source. The results showed that the trustworthy communicator was regarded as significantly more believable than the expert.
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Document Type: Research Article
Publication date: 1989-01-01
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