Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object.

Wu, Chenghuan; Shaffer, David R.

doi:10.1037/0022-3514.52.4.677

Cited by 260 publications

(167 citation statements)

References 25 publications

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“…35 Harmon and Coney, and Wu and Shaffer point out that the scope of a company ' s expertise and trustworthiness -indicating the range of products or services it does well and reliably -is an important component of credibility that is infl uential in persuading consumers to patronize it. 36,37 Thus, corporate credibility is one important aspect of a corporation ' s reputation. Fombrun fi nds that companies with positive reputations are in a better position to change consumers ' attitudes than are those with negative reputations, and that a company ' s perceived credibility is closely related to its sales record.…”

Section: Corporate Credibility and Building Good Relationshipsmentioning

confidence: 99%

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Jin

Yeo²

2011

J Target Meas Anal Mark

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The purpose of this study is to examine the effects that negative and positive news stories about corporate activities have on customer relationships with those companies. To test the proposed hypotheses, a 2 by 2 (positive versus negative news story; high versus low customer satisfaction) factorial design was implemented. The dependent variables are corporate credibility, CEO reputation for leadership and customer perceptions of the quality of customer-company relationships. The study confi rms the impact of negative news stories on relationship building. The experiment that was run to collect data provides a better understanding of how differently slanted news stories, when combined with customer satisfaction levels, affect customer-corporate relationships. The study also provides information about the role that intangible assets play in relationship building. The fi ndings indicate that negative media coverage of corporations has the potential to damage the image of a corporation and its CEO.

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Section: Corporate Credibility and Building Good Relationshipsmentioning

confidence: 99%

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Jin

Yeo²

2011

J Target Meas Anal Mark

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“…This avoids the circularity of saying that entrenched beliefs are hard to change, and one knows that the beliefs are entrenched because they are hard to change. A number of studies that meet this criterion provide support for the position that individuals are less likely to give up entrenched beliefs than nonentrenched beliefs (Chinn & Brewer, 1992a;Hewson, 1982;Klahr, Dunbar, & Fay, 1990;Kunda, 1987;Swann, Pelham, & Chidester, 1988;Wu & Shaffer, 1987; also see Kunda, 1990;Reinard, 1988). Although most of these studies do not use the term entrenched, each supports the idea that beliefs that have strong evidentiary support, participate in a broad range of explanations, or satisfy strong personal or social goals are especially hard to change.…”

Section: Characteristic 1 Entrenchment Of the Prior Theorymentioning

confidence: 99%

The Role of Anomalous Data in Knowledge Acquisition: A Theoretical Framework and Implications for Science Instruction

Chinn¹,

Brewer

1993

Review of Educational Research

998

351

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Understanding how science students respond to anomalous data is essential to understanding knowledge acquisition in science classrooms. In this report, we present a detailed analysis of the ways in which scientists and science students respond to anomalous data. We postulate that there are seven distinct forms of response to anomalous data, only one of which is to accept the data and change theories. The other six responses involve discounting the data in various ways in order to protect the preinstructional theory. We analyze the factors that influence which of these seven forms of response a scientist or student will choose, giving special attention to the factors that make theory change more likely. Finally, we discuss the implications of our framework for science instruction.Anomalous Data -2 THE ROLE OF ANOMALOUS DATA IN KNOWLEDGE ACQUISITION: A THEORETICAL FRAMEWORK AND IMPLICATIONS FOR SCIENCE INSTRUCTIONThis report addresses an issue that is crucial for understanding how people learn science and how to improve science instruction: How do students respond when they encounter scientific information that contradicts their current theories' about the physical world? In other words, how do students respond when their current beliefs about the physical world conflict with the information presented during science instruction?This issue is crucial for two reasons. The first is that encountering contradictory information is a very common occurrence when one is learning science. Science students' preinstructional beliefs about the natural world often conflict sharply with many of the accepted scientific theories they are taught in school, and this is true across a wide variety of domains within biology, chemistry, and physics (for reviews, see Carey, 1985;Champagne, Klopfer, & Gunstone, 1982;Confrey, 1990;Driver & Easley, 1978; Driver, Guesne, & Tiberghien, 1985;Eylon & Linn, 1988;Osborne & Freyberg, 1985;Perkins & Simmons, 1988;Roth, 1990). Thus, the encounter with contradictory information is at the heart of knowledge acquisition in science.The second reason why understanding how students respond to contradictory information is crucial for science education is that students typically resist giving up their preinstructional beliefs. Instead of abandoning or modifying their preinstructional beliefs in the face of new, conflicting data and ideas, students often staunchly maintain old ideas and reject or distort new ideas. For instance, some children who are told that the earth is round preserve their preinstructional belief that the earth is flat by concluding that the earth is disc shaped (Vosniadou & Brewer, 1992). Similarly, children can spend days or weeks studying photosynthesis and yet persist in their preinstructional belief that plants get their food from the soil (Anderson & Smith, 1984). And a number of researchers have found that many young adults go through high school and university physics courses without ever giving up their pre-Newtonian views of motion (e.g., Champagne, Klopfer, & Anderson...

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“…While the majority of studies have suggested that source credibility is a potent moderator to advertising effects (e.g., Wilson & Sherrel, 1993), there are also some findings in the literature that might help explain the non-significant moderation of source credibility. The effect might be less influential if consumers have already built up experience with a brand (Wu & Shaffer, 1987), or if there is little doubt about brand quality, because consumers do not have a negative opinion about a product (Sternthal, et al, 1978). On the other hand, the effect of source attractiveness may not wear off with brand experience as consumers use brands to reaffirm and communicate their self-identity with the brand and the attractiveness it possesses.…”

Section: Discussionmentioning

confidence: 99%

“…The effect is widely accepted in the literature (Pornpitakpan, 2004;Wilson & Sherrel, 1993), but some studies challenge the importance of source credibility for the cognitive route. For instance, cognitive persuasion of ads could depend more on the initial opinion of the product (Sternthal, Dholakia, & Leavitt, 1978), or on the direct experience with the brand (Wu & Shaffer, 1987), instead of the credibility of the advertising source. In other words, consumers may be relying on their direct experience with the brand and/or their initial opinion of the product rather than relying on the credibility of the source.…”

Section: Study 1: Preliminary Studymentioning

confidence: 99%

The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting

2017

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Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object.

Cited by 260 publications

References 25 publications

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

The Role of Anomalous Data in Knowledge Acquisition: A Theoretical Framework and Implications for Science Instruction

The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting

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