An examination of the relative effects of source expertise, trustworthiness, and likability

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Bradley S. O'Hara
Richard G. Netemeyer
Scot Burton
Cite this article:  O'Hara, B., Netemeyer, R., & Burton, S. (1991). An examination of the relative effects of source expertise, trustworthiness, and likability. Social Behavior and Personality: An international journal, 19(4), 305-314.


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The discriminant validity among expertise, trustworthiness and likability was assessed, and the relationship of these three variables with constructs from the theory of reasoned action (Ajzen & Fishbein, 1980) was examined. The discriminant validity between these three source characteristics was supported. In addition, general support was found for hypotheses regarding their relationships to variables in the theory of reasoned action.
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