ISSN:
1460-2466
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Media Resources and Communication Sciences, Journalism
Notes:
Five dimensions of personality-agreeableness, conscientiousness, culture, extroversion, and emotional stability-were varied and measured in an experimental study designed to investigate the dimensions of speaker credibility. Subject responses to two speakers representing opposite poles of the dimensions were correlated with a simple measure of attraction. The following relationship was found to be significant at the .01 level with a multiple correlation coefficient of .65: Attraction = Agreeableness (Culture + 1/2 Conscientiousness) Considering credibility as a subset of attraction, and assuming other subsets (e.g., propinquity, shared attitudes) constant during the experiment, the regression equation can be said to represent the dimensions of credibility. A subsequent study measuring the credibility of several 1968 Presidential candidates is reported as a partial validation of the study and a demonstration of its application.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1460-2466.1970.tb00884.x
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