EFFECTS OF STATUS AND GENDER OF AUTHOR AND SEX OF READER ON EVALUATION OF AUTHOR CREDIBILITY

The purpose of this study was to investigate the relationships among and between three factors that were hypothesized to affect a reader's evaluation of an author of persuasive material as credible or not. The three factors examined were the following: (1) the occupational status of an author; (2) the gender of an author; and (3) the gender of the reader. The instruments used in the study included a questionnaire, ranking and rating scales, and a set of four persuasive articles with corresponding response scales. The questionnaire was used to obtain a list of relevant and controversial topics. The ranking and rating scales were used to determine the order of preference or importance of each topic and the attitudes concerning the issue. The four persuasive articles were written by the researcher in a letter-to-the-editor format. Each article was attributed to a male author associated with a high and low status occupation. Each article version was accompanied by a response scale. Subjects were to rate their feelings regarding the credibility of each author. Subjects for the study were freshman and sophomore sociology students at The University of Arizona. A total of 223 students participated in the study. Significant differences were found regarding author occupational status. For two of the persuasive articles, the high occupational status author was rated as more credible than the low status occupation author regardless of author or reader gender. Significant differences were also found for reader gender. Female readers overall rated authors as more credible than did male readers for two of the persuasive articles. No significant differences were found regarding author gender