Effects of Appeal Type and Audience Gender on Perceptions of the Pope’s Credibility

초록

This study used an online experimental survey to examine the effects of appeal type (rational vs. emotional) and audience gender (male vs. female) on perceptions of credibility in messages by Pope Francis. The results showed no statistically significant differences between rational and emotional appeals in terms of effects on the Pope’s credibility by message type, although female respondents were found to have stronger perceptions of the Pope’s credibility than male respondents to a statistically significant degree. Examination of interaction effects on the Pope’s perceived credibility from message type and respondent gender showed a statistically significant main effect difference according to gender, but no significant difference by appeal type, and no significant difference was observed in terms of interaction effects. Theoretical and managerial implications as well as directions for future research are discussed.

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