Source Credibility

Source credibility refers to a communicator's expertise, objectivity, or trustworthiness^[1]

Comes into play especially with large corporations who release public announcements of their CSR (Corporate Social Responsibility) activities.^[2]

Hard case for marketers as most consumers believe that advertising in general is not credible and quite deceptive. Corporations and advertisers must do all that is possible to gain the trust of their consumers.

Most sources are found viewed as credible by consumers if the source is presenting new information or products.^[3]

Factors that affect credibility- There are three generally accepted factors that effect credibility-Expertise, Trustworthiness, Attractiveness.

Expertise- If the person representing the product has intimate knowledge in the field surrounding the product.^[4]

Trustworthiness- The person presenting the product or data may not have great knowledge base of product, but you trust he or she for other reasons.

Attractiveness- refers tot he social value attributed to communicator's physical appearance, personality, etc..^[5]

There are a few other factors that are also taken into account when consumers are deciding if a source is credible or not.

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Knowledge Bias-implies that a source's knowledge about a topic is not accurate.

Reporting Bias- Source has required knowledge, but consumer gets the idea he or she is not conveying it accurately. (Sports endorsers)

The FTC is considering steps to add rules for testimonials, spokespeople, and celebrities to disclose all connections with endorsed products.^[6]