The Persuasive Effects of Source Credibility in Buy and Lease Situations
研究发现在购买（不受欢迎）情境中高可信度来源更有说服力，而在租赁（受欢迎）情境中中等可信度来源更有效，并用认知反应理论解释。
The persuasive impact of source credibility is examined in two situations. A highly credible source was more effective than a moderately credible source when the communication recommended buying a product, an advocacy which message recipients viewed unfavorably. The moderately credible source was more persuasive when the message advocated leasing the product, a position subjects generally supported. These findings are interpreted in terms of cognitive response theory. Practical implications of the research are suggested.