EXAMINING THE CORRELATIONS OF GOODWILL WITH COMPETENCE AND TRUSTWORTHINESS A TEST IN THE PHILIPPINE SETTING

With the controversies and challenges surrounding the concept of goodwill as a dimension of ethos, the current study aimed to test its correlations with competence and trustworthiness which have always been deemed as more concrete and steadier ethos facets. After administering the survey, which was composed of Source Credibility Measures (McCroskey Teven, 1999) and an open-ended question, to 167 students of University of the Philippines Diliman, the results suggest that there were moderate to strong correlations between and among the three ethos factors, suggesting their “intercorrelatedness.” More than reaffirming the position of goodwill as a measure of credibility, the findings disclose that the major factor affecting ethos may be cross-cultural in character.