Which of the following negatively affects the credibility of the source

ABSTRACT - This paper examines the impact of positive and negative source information on the credibility of the advertising source and on audience perceptions of the company and advocated product. A field research study of Lee Iacocca, CEO of Chrysler Corporation indicates that the cognitive and affective dimensions of credibility respond differently to positive and negative information and that these dimensions relate differently to audience perceptions of product quality and safety.

because he is using a description to provide evidence to support his argument.

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