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Previous studies of the factor structure of perceived communicator credibility have been restricted to orthogonal solutions. The present study was based upon subjects’ ratings of ten communicators. The data were subjected to cluster analysis, which yielded five oblique clusters. The clusters were labelled Trustworthiness, Expertise, Dynamism, Co‐orientation, and Charisma. The first three of these clusters resemble dimensions found in previous studies, while the last two correspond with concepts in social‐psychological and sociological theory. Relationships between the five clusters are portrayed by spherical diagrams. It is suggested that perceived charisma may be measurable along a continuum.
Christopher J. S. Tuppen (Thu,) studied this question.