Date of Award


Document Type


Degree Name

Master of Arts (MA)



First Advisor

Dr. John Wanzenried

Second Advisor

Dr. Chuck Powell

Third Advisor

Dr. Michael Sherer


This study investigated the effect of clothing upon perceptions of credibility. A male an female model were dressed either formally (in a suit) or informally (in casual slacks). Subjects were 399 undergraduatee students from the University of Nebraska at Omaha. Each suject viewed one of four photographs (male dressed formally, male dressed informally, female dressed formally, female dressed informally) and read a narrative accompanying each photograph. The narrative described the situational context, which included high-reputed characteristics (education, managerial occupation, and expertise in the topic of communication) for each model. Subjects completed McCroskey and Jenson's 25 bipolar adjectives to measure five dimensions of credibility (competency, character, sociability, composure and extroversion).


A Thesis Presented to the Department of Communication and the Faculty of the Graduate College University of Nebraska In Partial Fulfillment of the Requirements for the Degree Master of Arts University of Nebraska at Omaha