DIMENSIONS FOR EVALUATING THE ACCEPTABILITY OF MESSAGE SOURCES

The research reported here extends the work of Hovland and his colleagues on source credibility by investigating the criteria actually used by receivers in evaluating message sources. Three dimensions are isolated: Safety, Qualification, and Dynamism. The authors argue that source “image” should be...

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Bibliographic Details
Published in:Public opinion quarterly 1969-01, Vol.33 (4), p.563-576
Main Authors: BERLO, DAVID K., LEMERT, JAMES B., MERTZ, ROBERT J.
Format: Article
Language:English
Subjects:
Adjectivals
Analysis/Analyses/Analyzing
Dimension/Dimensions/Dimensional
Evaluation/Evaluations/Evaluative
Factor analysis
Information resources
Message/Messages
Perception tests
Prestige
Respect
Rotation
Safety factors
Sociability
Statistical variance
Citations: Items that cite this one
Online Access:Get full text
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Summary:The research reported here extends the work of Hovland and his colleagues on source credibility by investigating the criteria actually used by receivers in evaluating message sources. Three dimensions are isolated: Safety, Qualification, and Dynamism. The authors argue that source “image” should be defined in terms of the perceptions of the receiver, not in terms of objective characteristics of the source.
ISSN:0033-362X
1537-5331
DOI:10.1086/267745