Source effects in communication and persuasion research: A meta-analysis of effect size |
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Authors: | Elizabeth J Wilson Daniel L Sherrell |
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Institution: | (1) Louisiana State University, USA |
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Abstract: | The effect of a message source on the persuasion of a target audience has been a topic of interest to scholars in psychology,
consumer behavior, and communications for many years. Narrative reviews of this literature are available; the contribution
of this study is that we present a quantitative review of studies of source effects on persuasion. One of our research goals
is to determine how strong and consistent source manipulations tend to be. We find that, on average, source manipulations
account for nine percent of explained variance among studies reporting significant findings. In particular, expertise tends
to have the greatest effect on persuasion with an average of 16 percent of the explained variance being due to the expert
versus non-expert manipulation. As well as gaining insight into the pattern of results across a body of literature, our findings
may be used as benchmarks by researchers, as advocated by Sawyer and Ball (1981), to evaluate results of future persuasion
studies employing a source manipulation.
She received a Ph.D. in Business Administration from the Pennsylvania State University in 1989. Dr. Wilson’s research interests
include persuasion processes, meta-analysis, and issues in business marketing. Her work has been published in theJournal of the Academy of Marketing Science, Journal of Marketing Research, Marketing Letters, and elsewhere.
He received a Ph.D. in Business Administration from the University of South Carolina in 1980. Dr. Sherrell’s research interests
include consumer behavior, retailing, and marketing management. His work has been published in theJournal of the Academy of Marketing Science, Journal of Consumer Research, Psychology and Marketing, and elsewhere. |
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