Saturday, November 29, 2008

MHO: High vs Low Credibility, Favourability vs. Confidence

In a research conducted to test the degree of credibility of medium in relation to the degree of favourability and confidence; Respodents was asked to fill up a set of questions before and after the message communicated...


Low credibility figure command less favorably in pre-message period, but command higher favorability post message…


Low credibility command high confidence level during pre message but command lower confidence level during post message level..



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