Source Credibility Theory: Carl Hovland And Walter Weiss

Ch2.Q1.Glenn uses an objective approach which wants to explain as well as predict. He uses source credibility theory proposed by Carl Hovland and Walter Weiss which explains that expertise and trustworthiness are the two main ingredients of perceived credibility. The central premise of source credibility theory is that people we view as trusted experts will be much more effective in their attempts to persuade us than sources we distrust or regard as incompetent. Marty has interpretive approach to this. He analyzes this in the way that ad achieves its effect by inviting the viewer to become part of the team being instructed by couch Manning and you have to adapt the attitude and actions of the couch. Both of the scholar focus on the role of