Vicarious and Source Credibility: A Cross-Cultural Explanation

• In Event: Short Intercultural Presentations (SIPs) #2

Abstract

A two factor solution (vicarious = x axis; source = y axis) develops a credibility grid based on five classifications of credibility evaluations. Data from questionnaires involving 1,149 participants are analyzed both within and across US, Spanish, and Japanese cultures. Results indicate cultures identify vicarious and source credibility as significantly different, that the model is relatively stable, and that cultures vary in function related to cross-cultural communication theory. Overall cross-cultural communication results provide new grounds for credibility research by including vicarious credibility as an advancement to source credibility research.

Author

• Keith Edward Dilbeck, Erasmus U Rotterdam