Is it Me or Is it what I say? Source Image and Persuasion

In a persuasive communication, not only the message but also the source of the message can influence the persuasibility of the audience. This paper investigates whether displaying a static image of the source can affect the perceived credibility of a message that aims to promote regular exercise. We find a clear influence of the source’s appearance on the source’s credibility and that this effect is topic dependent. We also explore how the perceived source’s credibility for a particular topic correlates with the perceived credibility of a message on that topic.

• Type: Conference
• Year: 2007
• Where: PERSUASIVE
• Authors: Hien Nguyen, Judith Masthoff
• Keywords: PERSUASIVE 2007, Persuasive Communication, Source’s Credibility, Static Image