Peter Kerkhof - Article
3 important questions on Peter Kerkhof - Article
Main findings (abstract; Reijmersdal, Neijens, Smith (2009)
The findings show that the more commercial the customer magazine, the more frequently it is perceived as having a persuasive intent and as being less credible. Furthermore, the magazine’s commerciality negatively affects readers’ attitudes toward the magazine, via perceptions of credibility and the
magazine’s persuasive intent. Source credibility and persuasion knowledge theory support these indirect effects.
Three main conclusion (Reijmersdal, Neijens, Smith (2009)
- As predicted by source credibility theory and persuasion knowledge theory; the commerciality of customer magazines had a negative effects on the credibility of the format and a positive effect on the perceived persuasive intent.
- Magazine commerciality affects attitude toward the magazine via perceptions of format credibility and persuasive intent.
- It does not matter whether the source is neutral or commercial, the commerciality of the content determined the credibility of the magazine.
Take home message (Reijmersdal, Neijens, Smith (2009)
Only when the magazine has enough credibility, and is not to obviously made to persuade, it will be appreciated by its readers.
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