- The effect of online source type on review attitude through perceived expertise and perceived trustworthiness: a suppression situation
- Conference papers: International Communication Association: annual meeting
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
This study suggests that online source types (typical consumer vs. expert source) can induce differential effects on two dimensions of source credibility - perceived source expertise and perceived source trustworthiness - and, hence, on messages attitudes. This was tested for online product reviewers by means of two experiments. The results revealed two competing mechanisms: A consumer source ( vs. expert source) had a positive indirect effect on review attitude through perceived trustworthiness, and a negative indirect effect through perceived expertise. In tandem, these mechanisms suppressed the relationship between source type and review attitude. This suppression situation only emerged when the expert status of the source was based on self-claims; when the expert status of the source was verified by a peer rating system, no suppression situation emerged. The theoretical, methodological and societal implications of these findings are discussed.
- Proceedings title: Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA,
May 25, 2011
Publisher: International Communication Association
Place of publication: Washington, DC
If you believe that digital publication of certain material infringes any of your rights or (privacy) interests, please let the Library know, stating your reasons. In case of a legitimate complaint, the Library will make the material inaccessible and/or remove it from the website. Please Ask the Library, or send a letter to: Library of the University of Amsterdam, Secretariat, Singel 425, 1012 WP Amsterdam, The Netherlands. You will be contacted as soon as possible.