The Persuasive Effects of Source Credibility in Buy and Lease Situations

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Abstract
The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a product, an advocacy which message recipients viewed unfavorably. The moderately credible source was more persuasive when the message advocated leasing the product, a position subjects generally supported. These findings are interpreted in terms of cognitive response theory. Practical implications of the research are suggested.