Description of Measures

Source Credibility Measures are psychometric tools designed to assess the credibility of an information source or speaker. The credibility of the source is crucial for effective communication and influences the audience’s acceptance of the message. The key dimensions typically evaluated include trustworthiness, expertise, and attractiveness.

Data Analysis and Use

The analysis of responses to Source Credibility Measures involves evaluating answers to a series of statements related to the three main dimensions of credibility:

  • Trustworthiness: Assesses the extent to which the source is perceived as honest, ethical, and sincere.
  • Expertise: Assesses the extent to which the source is perceived as knowledgeable, competent, and experienced.
  • Attractiveness: Assesses the extent to which the source is perceived as attractive, charming, and charismatic.

Responses are rated on a Likert scale, usually ranging from five to seven points (from 1 = Strongly Disagree to 5 or 7 = Strongly Agree). The statements cover various aspects of credibility and can be adapted depending on the research context.

Objective

The objective of Source Credibility Measures is to provide an objective and reliable measurement of the audience’s perception of a source’s credibility. This measurement can be used to improve communication strategies, enhance message acceptance, and understand audience reactions to various information sources.

Calibration

The calibration of Source Credibility Measures involves calculating overall scores for each dimension, as well as an overall credibility score. These scores can be categorized to indicate the levels of source credibility:

  • Low credibility: Indicates that the source is perceived as unreliable, lacking expertise, and unattractive.
  • Moderate credibility: Indicates that the source is perceived as somewhat reliable, expert, and attractive.
  • High credibility: Indicates that the source is perceived as very reliable, expert, and attractive.

Bibliography

McCroskey, J. C., & Teven, J. J. (1999). Goodwill: A reexamination of the construct and its measurement. Communication Monographs, 66(1), 90-103.

Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4), 563-576.