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The Persuasive Effects of Source Credibility in Buy and Lease Situations
Home
Publications
The Persuasive Effects of Source Credibility in Buy and Lease Situations
The Persuasive Effects of Source Credibility in Buy and Lease Situations
RH
Robert R. Harmon
Robert R. Harmon
KC
Kenneth A. Coney
Kenneth A. Coney
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1 May 1982
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 19
(2)
,
255
https://doi.org/10.2307/3151625
Abstract
The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when th...
Keywords
LEASE
CREDIBLE SOURCE
PERSUASIVE EFFECTS
SOURCE WAS MORE EFFECTIVE
CREDIBILITY IN BUY
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Open Access
Cited by 129 articles