Is It Still Worth to Be Credible? a Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing

Martin Eisend, Freie UniversitSt Berlin
ABSTRACT - The purpose of this study is the examination of the development of the impact of source credibility in marketing communication over the years. A meta-analysis was applied to 167 relevant effect sizes. The results indicate that the effect of source credibility increased over the years. The rise was stronger especially for sources communicating personally with the consumers than for other sources, and for communication about services compared to communication about goods. Also, the rise of the effect sizes was stronger for cognitive and attitudinal effects than for other effects.
[ to cite ]:
Martin Eisend (2004) ,"Is It Still Worth to Be Credible? a Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 352-357.