A Scale for Source Credibility, Validated in the Selling Context

Simpson, Edwin K.; Kahler, Ruel C.
September 1980
Journal of Personal Selling & Sales Management;Fall/Winter80/81, Vol. 1 Issue 1, p17
Academic Journal
This study contributes to four areas of research, in the development of a validated scale to measure the perception of source credibility in personal selling, in understanding the underlying dimensions of the perception of source credibility in the selling context, in the identification of the sociability factor for the first time in source credibility research, and in the recognition of the credibility implication associated with salesman's titles. The findings of the present study provide both methodological and theoretical contributions to the general knowledge of consumer behavior. One of the primary contributions resulting from the study is the development of a validated source credibility scale adapted to measuring the perception of credibility in the context of personal selling. In addition, factor analysis of the results provides some basis for understanding the underlying dimensions of the perception in the sales context. The phenomenon is multidimensional and sociability factor appears for the first time in this research. The major applied finding of this study is that prospects differentiate their perceptions of source credibility for titles.


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