The contribution of studies of source credibility to a theory of interpersonal trust in the communication process.

Interpersonal trust in the communication process is denned as reliance upon the communication of another person in order to achieve a desired but uncertain objective in a risky situation. A theory of the dimensions of interpersonal trust in communication is presented. Experimental studies of ethos and factor-analytic studies of source credibility support the hypothesis that interpersonal trust is based upon a listener's perceptions of a speaker's expertness, reliability, intentions, activeness, personal attractiveness, and the majority opinion of the listener's associates. The word "trust" has been prominent in our vocabulary for years; however, the concept is somewhat similar to Mark Twain's notion of the weather: Everybody knows about trust, but few people have studied it. The term is used to indicate one's attitude toward such things as paper money, dogs, line fences, and women.

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