Karmarkar, Uma R.; Tormala, Zakary L. - In: Journal of Consumer Research 36 (2010) 6, pp. 1033-1049
This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three experiments, consumers receive...