When credibility attacks: The reverse impact of source credibility on persuasion

Recent research on the self-validation hypothesis suggests that source credibility identiWed after message processing can inXuence the conWdence people have in their own thoughts generated in response to persuasive messages (Briñol, Petty, & Tormala, 2004). The present research explored the implications of this eVect for the possibility that high credibility sources can be associated with more or less persuasion than low credibility sources. In two experiments, it is demonstrated that when people generate primarily positive thoughts in response to a message (e.g., because the message contains strong arguments) and then learn of the source, high source credibility leads to more favorable attitudes than does low source credibility. When people have primarily negative thoughts in response to a message (e.g., because it contains weak arguments), however, this eVect is reversed—that is, high source credibility leads to less favorable attitudes than does low source credibility. © 2005 Elsevier Inc. All rights reserved.