The impacts of goal orientation, terminology effect, and source credibility on communication effectiveness.

This research explores the interaction effect of terminology and source credibility on communication effectiveness between prevention-focused and promotion-focused individuals. Results reveal that communication messages containing terminologies are more effective than those containing no terminologies for promotion-focused individuals, whereas messages containing no terminologies are more effective than those containing terminologies for prevention-focused individuals. Furthermore, messages containing terminologies endorsed by either a high- or a low-credibility source are more effective than those containing no terminology information for promotion-focused individuals. However, for prevention-focused individuals, communication messages containing terminologies endorsed by a highly credible source are more effective than those containing no terminology information. Alternatively, communication messages containing no terminology information are more effective than those containing terminologies endorsed by a low credible source. [ABSTRACT FROM AUTHOR]