Hovland: The Source Credibility Model

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

The credibility of a person depends on many different elements. Credibility can pertain to trustworthiness and expertise. Trustworthiness is affected by things like reliability and characteristics of the person. Expertise is affected by credentials and proven skill (Flanagin, Metzger, 4). The same person may be perceived as credible at one point in time, but may lack credibility later in time. Credibility is largely based on what we as a society are experiencing during that time period. Small things may affect credibility that we would not originally think to include. If a person were to see an ad every day about a certain lawyer, they might think of the lawyer if it comes a time for them to need a lawyer. But if someone were to hear about how wonderful a certain lawyer is from a friend or coworker, that person would be more likely to use that lawyer if the need arose. It stands to reason that people are more likely to trust people they know blindly when it comes to credibility. Appearance is another aspect of credibility that would not always be considered. Much of the time it is subconscious, but people are more likely to trust a person or service if the staff or spokesperson is attractive physically

Background: Ever since the presidency of Harry Truman, we have been constantly involved in foreign conflicts due to fear of the spread of communism. As a consequence of the Cold War between the United States and the Soviet Union, Korea was divided into two governments. During Mr. Truman’s presidency, the spread of communism was increasing in tension due to the North Korean invasion of South Korea. The United States believed that it was not in its best interests to let Korea fall to communist power. As a result, the U.S. joined the war in efforts to stop the downfall of South Korea. The north koreans received aid from communist China and the war went on until the Korean Armistice Agreement was signed. This agreement set up a demilitarized zone

Credibility is a very important thing for a person to have. A person that has credibility is a person who you can trust and believer in. You can have credibility for different things. For example, Bill Gates has a great amount of credibility with electronics. Demi Lovato shows why credibility is an important quality and how their actions can affect it.

The internet is the largest collection of accessible information ever, so it comes as no surprise that the internet is a major part of daily life. The use of the internet is so common that it has made its way into some important areas of society. Namely, the workplace, the educational system, and general leisure time, in and out of the home. However, people should understand that there are allot of unreliable sources that are waiting for you to enter their domain. Granted, there are reliable sources, as well. The difference is that a reliable source is there to provide readers or viewers with correct information. Namely, written and created by someone who has expertise in that subject like Microsoft. On the other hand, an unreliable

Credibility, the quality of being trusted and believed in. I’ve given you the definition of

This paper discusses the Elaboration Likelihood Model developed by Petty and Cacioppo. The theory discusses the two ways individuals process messages. This paper also discusses how the theory can be used in making public relations campaigns successful.

Establishment of Credibility:

Yes, I believe that individuals making over a quarter of a million dollars a year should pay a higher rate in taxes. Currently the United States is experiencing a slow economic recovery from the previous recession and the more fortunate members of society could contribute more to strengthen the country's financial status. It is not unreasonable since the U.S. is already incredibly low by international standards. The average tax rate on American's is 27.3% which is below almost all OECD countries as well as way below the average of 36.2% (Tax Policy Center, 2010). Raising taxes on the wealthiest Americans is estimated to help 114 million households including lower tax rates, an expanded Child Tax Credit, and marriage penalty relief steps that together will prevent the typical family of four from seeing a $2,200 tax increase next year (Office of the Press Secretary, 2013).

C. Credibility: My family and I have experienced

The purpose of this report is to show the difference between a great credible website and a non-credible website on the subject “effects of synthetic marijuana”. I have visited multiple websites searching for the most credible information on the effects of Synthetic Marijuana. After that I narrowed my research down to 2 websites. The first website www.drugs.com which shows great credibility, and the second website www.verywell.com which shows bad credibility.

are credible and trusted sources, this helps convince people that his claim is correct. This technique

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

Credibility: I am a credible source for this topic through all of the research I have found.

The important role of e-WOM has and has been acknowledged as the most important communication source between consumers .At its core, WOM is a process of personal influence, in which interpersonal communications between a sender and a receiver can change the receiver's behavior or attitudes . The role that interpersonal communication plays in influencing opinions has also long been acknowledged by sociologists, who identified the importance of “opinion leaders” in this process. The ability of individuals to influence other people's opinions is of particular interest to organizations seeking to market