2010 - Public Relations Society of America

Effects of Language on Responses
Balanced
Language
M (SD)
Positive
Language
M (SD)
Credibility Index 4.82 (1.084) 3.99 (1.206)
Credible 4.92 (1.226) 3.91 (1.459)
Convincing 4.83 (1.267) 3.93 (1.383)
Valuable 4.96 (1.245) 4.07 (1.381)
Trustworthy 4.77 (1.225) 3.99 (1.301)
Accurate 4.69 (1.176) 4.02 (1.257)
Eigenvalues 6.46 6.29
Percent Variance 64.6% 62.9%
α= .932 .935
Other Items Omitted from Index
Believable 4.77 (1.309) 4.01 (1.378)
Reputable 4.61 (1.299) 4.01 (1.375)
Persuasive 4.68 (1.338) 4.00 (1.411)
Useful 4.74 (1.302) 4.07 (1.361)
Truthful 4.76 (1.334) 3.89 (1.432)
Participants’ Opinions About Bloggers' Relationships to Sources. Table 4
summarizes findings from the series of statements to which respondents were asked to respond
regarding their perceptions about bloggers and the relationship between bloggers and sources.
The data suggest that the biggest concern for participants was that the blogger does not receive
money from the marketer or the company (M = 4.94). The second most important issue is that
the blogger states clearly if he/she receives free samples (M = 4.72). The third most important
issue is that the blogger does not receive free samples (M = 4.69). Interestingly, participants
appeared to be considerably less wary about bloggers who might be an employee of a company.
Presumably this is acceptable as long as the relationship is disclosed.
Table 4
Participants Opinions About Bloggers Relationships to Sources
In reading product blogs, how important would each of the following be to you in making your
purchasing decision?
7 = important to me, 1 = not important
M (SD)
The blogger does not receive money from the marketer or the company 4.94 (1.625)
the marketer or the company.
The blogger states clearly that he/she receives free samples, e.g. a cell 4.72 (1.505)
85