Abstract
Source credibility (SC) refers to the believability of sources of information. Berlo, Lemert, and Mertz sought to extend the work of Hovland, Janis, and Kelley in this area. Hovland and his colleagues suggested two dimensions of credibility: Perceived Expertness and Perceived Trustworthiness. Berlo et al. sought to provide empirical evidence to establish the criteria “used by receivers to evaluate information sources”. The Source Credibility Scale uses a series of bipolar adjectives that are usually randomly ordered when presented to respondents. Berlo et al suggested that researchers use a 15-item version that best represents the three dimensions of source credibility. Infante et al. pointed out that a major criticism of the SC semantic differential scales is that the factor structure is unstable. Their factor analysis of the nine items produced only Trustworthiness and Dynamism dimensions, which calls into question the SC Scale’s construct validity.
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