Scales for the measurement ofethos:Another attempt

This study presents the factor analytic results from two investigations of the multi‐dimensional source credibility concept. In one investigation 280 subjects read hypothetical credibility inductions for sources “similar” and “dissimilar” to the target audience and then responded to a semantic differential instrument designed to tap traditional credibility factors. A second sample of 580 subjects responded to the semantic differential instrument as applied to “real” sources. The results of both factor analyses provided evidence of concept‐scale interaction. Factor structures will be determined by the type of information or the various sources which serve as stimuli in the communication process.