To Believe or Not to Believe a Call to Action: An Empirical Investigation of Source Credibility

摘要

How well can individuals detect deception from information sources? This study examines consumer evaluations of a real CRM product brochure and a fraudulent one that imitates it. The forged brochure contains malicious manipulations designed to decrease trust in the product and oversell the abilities of the CRM system. This study seeks to see how manipulations of the material are perceived by the individuals and how that impacts their willingness to believe the source credibility of a message.