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The Relative Credibility of Zoo‐Affiliated Spokespeople for Delivering Conservation Messages
Author(s) -
Fraser John,
Taylor Anthony,
Johnson Erin,
Sickler Jessica
Publication year - 2008
Publication title -
curator: the museum journal
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.312
H-Index - 8
eISSN - 2151-6952
pISSN - 0011-3069
DOI - 10.1111/j.2151-6952.2008.tb00326.x
Subject(s) - credibility , work (physics) , source credibility , job analysis , psychology , public relations , social psychology , marketing , political science , business , engineering , job satisfaction , law , mechanical engineering
Zoos aspire to be leaders in environmental conservation through their work in environmental education. This study examined whether a spokesperson's job title impacts credibility when conservation messages are delivered to the public. Visitors to a zoo were presented with seven environmental messages. They then selected—from a list of zoo‐related job titles—the one they deemed most credible and the one considered least credible. Statistical analysis established that three “credible” job titles were selected significantly more often, while three were generally selected as “least credible.” The authors demonstrate that some job titles have greater credibility than others among visitors, and recommend that more attention be given to this variable if attitude and behavior change are desired outcomes. They caution that while source credibility may vary based on job title, the influence it has on persuasiveness is yet to be determined.