A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Trustworthiness and credibility are essential traits of effective leaders, journalists, and spokespersons. This paper explores whether pairing formal and informal messages with different sources can yield a positive expectancy violation that builds trust, reinforces credibility, and challenges previous biases against traditionally formal sources.



Citation:

Justin Graeber (2018) ,"A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 906-906.

Authors

Justin Graeber, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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