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Article published In: Strategic Communication: Beyond nation cultural adaption, images and identity
Edited by Hassan Abu Bakar and Bahtiar Bin Mohamad
[Journal of Asian Pacific Communication 28:1] 2018
► pp. 83–106

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The vicarious and source credibility grid across cultures

 | Universidad de Valladolid
 | University of Wisconsin-Milwaukee
Published online: 19 January 2018
DOI logo with link
https://doi.org/10.1075/japc.00005.dil
Abstract
The manuscript offers an expansion of a traditional view of source credibility based on evaluation of a message source with inclusion of vicarious credibility (evaluation by members of a social network). The move reflects the need to consider differing cultural perspectives on how a message source might become evaluated. Data from 1,149 participants (US, Spanish, Japanese) identify vicarious and source credibility as significantly different. Classification results from discriminant analysis, where vicarious and source become a single function to create new grounds for cross-cultural communication research. The new paradigm requires the examination of both vicarious credibility in conjunction with source credibility that produce a credibility grid.
Article outline
  • Developments of credibility
  • Vicarious and source credibility orientations
  • Influence of culture
  • Credibility grid evaluations
    • Positioned credibility
    • Earned credibility
    • Recessive credibility
    • Monitored credibility
    • Dynamic credibility
  • Hypotheses
  • Method
    • Participants
    • Instruments
    • Statistical analysis
  • Results
    • Test 1: Model
      • United States
      • Spain
      • Japan
    • Test 2: Function
      • United States
      • Spain
      • Japan
    • Test Three: Classification
      • United States
      • Spain
      • Japan
    • Across cultures
      • Test 1: Model
      • Test 2: Function
        • Correlation analysis
      • Test three: Classification
  • Discussion
  • Limitations
  • Conclusion
  • References
References (64)
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