信息来源可靠性理论（Source Credibility Theory）认为，当个人面对不确定性时将倾向于优先使用可信性来源的信息(Birnbaum and [7] [8] [9]Stegner,1979)。
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Measurement to Source Credibility of brand endorser is the base of theory research and appraisement in the field of brand endorser.
对品牌代言人的可信度特质的测量，是对品牌代言人展开理论研究和实践评价的基础。
On the basis of consensus theory, the source reliability was reflected by the weight of credibility, and multisource information was fused properly by consensus rules.
以一致理论为理论基础，在算法中用可信度权值体现信源的可靠性，根据相应一致规则实现了信源信息的合理使用。
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