ABSTRACT
SOURCE credibility has been studied extensively as it applies to per- ceptions of the credibility of individuals as sources of messages. However, little research has been conducted on the source credibility of organizations as sources of messages, especially health messages. Health organizations both public and private are putting more emphasis on behavioral and lifestyle factors in the prevention of disease. Therefore, it is important to conduct scientific research into the credibility of organizations that produce health messages and, further, the effect of this credibility on a subject’s acceptance of the message and his or her behavioral intentions.
