Readers' perceived credibility and attitudes toward custom and consumer magazines
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI SYSTEM AT REQUEST OF AUTHOR.] Extending prior research on source credibility, this study investigated readers' perceived credibility and attitudes toward custom and consumer magazines based on the interaction of message source and source attribution. The study employed an online experiment with a 2 (message source) x 3 (source attribution) within-subjects factorial design using magazine samples as experimental stimuli that were viewed by study participants in a laboratory setting. Each message source derived from either a custom or consumer magazine and was paired with one of three types of source attribution: non-commercial, commercial, and no source. The findings showed that consumer magazines with noncommercial source attribution were perceived as most credible for both source credibility and message credibility, and custom magazines with commercial source attribution were perceived as least credible for both measurements. Further, the findings regarding attitude showed that consumer magazines garnered more positive attitudes from readers than custom magazines.
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