Journal of Marketing Research · 1982 · 259 citations · 12 references
Fake NewsBehavioral Decision MakingReputation ManagementConsumer ResearchCommunicationMisinformationBiasSource CredibilityManagementMarketing CommunicationLease SituationsPersuasive EffectsInformation AsymmetryTrustModerately Credible SourceCredible SourceMarketingFact CheckingInteractive MarketingBusinessArtsPersuasion
The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a ...
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Coefficient Alpha and the Internal Structure of Tests
Lee J. Cronbach · Psychometrika · 1951 · 42.3K citations · Full text
Design and Analysis: A Researcher's Handbook
David A. Aaker, Geoffrey Keppel · Journal of Marketing Research · 1976 · 2K citations