Heckling as distraction: An experimental study of its effect on source credibility

Four qualitative levels of heckling distraction (high, medium, low, and no distraction control) were randomly inserted within a taped, “germ free” message. Two levels of credibility were used (High: Harvard professor; Low: United Parcel employee). Marker variables were employed and dependent variables were factor analyzed and “purified” for greater instrument reliability. Multivariate and univariate analysis of covariance, univariate analysis of variance, and a Duncan Multiple Range follow‐up test were calculated. Results showed that message source ethos ratings were significantly affected by the presence of heckling distractions.