AN EXPERIMENTAL-DESIGN FOR MEASURING THE EFFECTS OF SOURCE CREDIBILITY AND GOAL BEHAVIOR ESTIMATE IN HEALTH PROMOTION TELEVISION COMMERCIALS

Source credibility and goal behavior estimate were explored in televis ion commercials about a weight management program. A post-test only tw o group design used word-of-mouth and spokesperson commercials in a mo dified theater-type setting. There was no difference in source credibi lity and a qualified difference in behavior estimate. Despite the limi tations of the study, future research could use the present results to further test the Theory of Goal-Directed Behavior and Outcomes.