This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Google Scholar Articles by Kenton, S. B. Search for Related Content Social Bookmarking                   What's this?

Speaker Credibility in Persuasive Business Communication

A Model Which Explains Gender Differences 1

The Emory Business School

Hovland's Yale Communication Model defines source credibility as trustworthiness and expertise. However, even when men and women are objectively equal on these dimensions, receivers perceive men as being more persuasive as speakers than women. In addition, these two dimensions do not account for other measures of credibility which affect persuasive business communication. This paper expands the model to in clude dimensions which explain gender differences in speaker credibility in persuasive business communication with support from the gender literature. Research proposi tions are suggested, and implications of this research are discussed.

CiteULike    Connotea    Del.icio.us    Digg    Reddit    Technorati    What's this?