The vicarious and source credibility grid across
cultures
The manuscript offers an expansion of a traditional view of source credibility
based on evaluation of a message source with inclusion of vicarious credibility
(evaluation by members of a social network). The move reflects the need to
consider differing cultural perspectives on how a message source might become
evaluated. Data from 1,149 participants (US, Spanish, Japanese) identify
vicarious and source credibility as significantly different. Classification
results from discriminant analysis, where vicarious and source become a single
function to create new grounds for cross-cultural communication research. The
new paradigm requires the examination of both vicarious credibility in
conjunction with source credibility that produce a credibility grid.
Article outline
- Developments of credibility
- Vicarious and source credibility orientations
- Influence of culture
- Credibility grid evaluations
- Positioned credibility
- Earned credibility
- Recessive credibility
- Monitored credibility
- Dynamic credibility
- Hypotheses
- Method
- Participants
- Instruments
- Statistical analysis
- Results
- Test 1: Model
- United States
- Spain
- Japan
- Test 2: Function
- United States
- Spain
- Japan
- Test Three: Classification
- United States
- Spain
- Japan
- Across cultures
- Test 1: Model
- Test 2: Function
- Test three: Classification
- Discussion
- Limitations
- Conclusion
-
References
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