A comparison of factor and functional approaches to source credibility

This article explores the efficacy of two approaches to the study of source credibility. The factor approach and its criticisms are reviewed. The functional approach is explained and methods are presented which were developed for operationalizing the approach. A study is reported which compared the two approaches in explaining a multiple‐act set of responses to a speaker. The results indicate that although the factor scales predicted responses to the source, a multidimensional interpretation of the scales did not seem warranted. The functional approach was equally predictive of responses, and with suggested refinements was concluded to be a viable alternative model for studying source credibility.