Correlations Among Variables in Message and Messenger Credibility Scales

Although credibility is a complicated construct involving interrelationships among messenger, message, communication channels, and recipients, the most widely used credibility indexes seek to measure only one of those attributes at a time. This study used two widely used credibility scales to simultaneously measure message and messenger credibility. An analysis showed high correlations between the two scales and among their individual variables but still distinguished differences between messenger and message.