Health Advertising: The Credibility of Organizational Sources

Hammond, Sharon Lee

doi:10.1080/23808985.1987.11678665

Cited by 26 publications

(28 citation statements)

References 5 publications

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“…Five studies have examined differential effects on issues messages across sponsor types, four of which have demonstrated the main effect (Haley and Wilkinson 1994;Hammond 1987;Lynn et al, 1978;Reid, Soley, and Vanden Bergh 1981). Together those studies confirm that nonprofit and government sources are perceived to be more credible than commercial sponsors.…”

Section: Dimensions Of Source Credibilitymentioning

confidence: 80%

“…The three main dimensions of attractiveness, trustworthiness and expertise may translate, but the adjectives used to describe a celebrity seem awkward in describing an organization (e.g., sexy, ugly, plain). Hammond (1987) discovered similar awkwardness when attempting to adopt the McCroskey and Jenson (1975) scale for measuring mass media source images to organizational sources for health advertising. She reported that "the original semantic differential scale required extensive changes in order to be applicable to organizational sources as opposed to individual sources.…”

Section: Advocacy Advertising Research and Source Dimensionsmentioning

confidence: 94%

See 1 more Smart Citation

Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising

Haley¹

1996

Journal of Advertising

205

131

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Section: Dimensions Of Source Credibilitymentioning

confidence: 80%

Section: Advocacy Advertising Research and Source Dimensionsmentioning

confidence: 94%

Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising

Haley¹

1996

Journal of Advertising

205

131

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“…25 For example, researchers assessing FDA regulation of cold medications found that parents who trusted FDA recommendations were more likely to follow these recommendations to protect their children’s health. 26 Thus, having high credibility helps organizations successfully promote behavior change in response to health communication messages.…”

Section: Organizational Source Credibility and Tobacco Control Communmentioning

confidence: 99%

Source Credibility in Tobacco Control Messaging

Schmidt¹,

Ranney²,

Pepper³

et al. 2016

tobacco reg sci

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Objectives Perceived credibility of a message’s source can affect persuasion. This paper reviews how beliefs about the source of tobacco control messages may encourage attitude and behavior change. Methods We conducted a series of searches of the peer-reviewed literature using terms from communication and public health fields. We reviewed research on source credibility, its underlying concepts, and its relation to the persuasiveness of tobacco control messages. Results We recommend an agenda for future research to bridge the gaps between communication literature on source credibility and tobacco control research. Our recommendations are to study the impact of source credibility on persuasion with long-term behavior change outcomes, in different populations and demographic groups, by developing new credibility measures that are topic- and organization-specific, by measuring how credibility operates across media platforms, and by identifying factors that enhance credibility and persuasion. Conclusions This manuscript reviews the state of research on source credibility and identifies gaps that are maximally relevant to tobacco control communication. Knowing first whether a source is perceived as credible, and second, how to enhance perceived credibility, can inform the development of future tobacco control campaigns and regulatory communications.

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“…Several authors have suggested this possibility or have conducted research into its effectiveness. [66][67][68][69][70][71][72] An example of such a cooperation that has received a large amount of attention is the one between Kellogg and the US NCI. In 1984, Kellogg mounted a new media campaign for its All-Bran cereal, both by means of print advertisements and television commercials.…”

Section: Commercial Advertising and Health Promotion: Practical Implimentioning

confidence: 99%

Advertising, consumer behaviour and health: Exploring possibilities for health promotion

Fennis¹

2003

J Med Market

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The present paper examines the potential of a consumer behaviour approach as a means of using television advertising for health-promotion purposes. Research on the portrayal of health on television is reviewed and recent developments in employing regular television broadcasting for health education are discussed. Based on empirical findings, a consumer behaviour approach for health promotion is outlined, based on the relationship between health behaviour and consumer behaviour as an outcome of targeted advertising. The theoretical and practical implications of this approach are discussed.

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Health Advertising: The Credibility of Organizational Sources

Cited by 26 publications

References 5 publications

Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising

Exploring the Construct of Organization as Source: Consumers' Understandings of Organizational Sponsorship of Advocacy Advertising

Source Credibility in Tobacco Control Messaging

Advertising, consumer behaviour and health: Exploring possibilities for health promotion

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