The ideal source: A reexamination of source credibility measurement
- 1 September 1976
- journal article
- research article
- Published by Taylor & Francis Ltd in Central States Speech Journal
- Vol. 27 (3), 200-206
- https://doi.org/10.1080/10510977609367893
Abstract
This article investigates the assumption that extreme ratings on the semantic differential are preferable and that common agreement exists among users in the interpretation of items. These assumptions were investigated by measuring ideal ratings for three source types.Keywords
This publication has 4 references indexed in Scilit:
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- Scale values for highest and lowest levels of credibilityCentral States Speech Journal, 1972
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- Scales for the measurement of ethosSpeech Monographs, 1966