Message variation and source credibility in advertising
This thesis examines the empirical literature on the effects of source credibility and message variation on persuasive communication. Much of the credibility literature on the persuasive effects of source has been contradictory, for four main reasons. First, the dimensions used to define credibility...
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University of Strathclyde
1986
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.330007 |