Exploring the impact of ethnic identity through other-generated cues on perceptions of spokesperson credibility

Patric R. Spence, Kenneth A. Lachlan, Stephen A. Spates, Ashleigh K. Shelton, Xialing Lin, Christina J. Gentile

Research output: Contribution to journalArticlepeer-review

13 Scopus citations

Abstract

Although previous studies indicate that perceived similarity can influence perceptions of source credibility, less is known about the impact of ethnic identity on these perceptions in social media environments. A quasi-experiment was designed to manipulate the strength of ethnic identity of an African American spokesperson promoting a health news story. The results indicate a substantive condition by participant ethnicity interaction, in which African Americans assign greater credibility to high ethnic identity spokespeople, while Caucasian respondents found low ethnic identity spokespersons more credible. The results are discussed in terms of the understanding of credibility perceptions across diverse audiences, and the implications for health communication professionals working with historically underrepresented populations.

Original languageEnglish (US)
Pages (from-to)A3-A11
JournalComputers in Human Behavior
Volume29
Issue number5
DOIs
StatePublished - 2013

All Science Journal Classification (ASJC) codes

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

Fingerprint

Dive into the research topics of 'Exploring the impact of ethnic identity through other-generated cues on perceptions of spokesperson credibility'. Together they form a unique fingerprint.

Cite this