The impact of source credibility on persuasions would be greatest when people do not have prior attitudes and lack the ability or inspiration to form an attitude. Researchers expected a weaker influence of source credibility in individuals who had an old attitude that is based on early knowledge. To test this idea, researchers examined the influence of source integrity on persuasion as a function of the presence or absence of prior attitudes in combination with recipients’ previous knowledge about that topic, the number of revelations to the message, and the outcome relevance of the issue. The authority of the source to a greater extent depends on when they had neither prior attitudes nor previous knowledge about the issue, nor when the message content was presented only once to the presenter. Consequently, an essential involvement of the study is to recognize the different outcomes that are likely to take place when people have prior approaches about an issue and when they do not. As discussed further, this ï¬nding has implications for practitioners interested in designing interventions and communication campaigns.
Trustworthy
Credibility, in general, is a blend of competency and trustworthiness, the competent source is highly able, smart, well-spoken, seen as experts. Expert is comforting us, we assume that they know what they are talking about, so we pay more attention to what they have to say, in other words, we are more likely to be persuaded by experts so for example warren buffet is the credible source when it comes to investment advice, he is one of the richest men in world .now competency and credibility vary with the context if Meryl Streep who is an actress, and when it comes to a file like acting but if she talks about the political issue in which she is not seen as expect so she is not necessary to see credible so she would be least persuasive when it comes to politics even though she has a big audience. Competence is not enough to be credible, one needs to be trustworthy also. To be a credible source one needs to trust that the other person is telling truth .now much of our assessment of trustworthy ness is based on stereotype, if we see people like the salesman we won’t see them as credible, but nurses, doctors are seen as more trustworthy, if car salesperson is trying to save us a car. So people we see as more trustworthy are more persuasive. The Cognitive Processes Underlying Persuasion:
Systematic versus heuristic processing: Systematic processing or the central route to persuasion, is The first type of processing that can be employed, as this processing contains a detailed consideration of the message in the content and ideas message this processing is effort taking, and it consumes most of the information-processing capacity. Heuristic uses mental shortcuts for persuasion example there is a belief that “experts’ statements can be trusted.
Elaboration-likelihood model (ELM): According to suggestions of elaboration likelihood model theory, persuasion can be done in any of two different ways, which can be different in the amount of cognitive effort which needs to put in or elaboration of the message received.
Establishing credibility: Credibility is the cornerstone of persuasive communication.
Establishing Credibility with Research:
One of the most effective approaches to establish credibility is to show a strong basic foundation for the proposed thoughts so to have meaningful information and deduction of strong inferences in support of the particular message can be done.
Collection of data and facts from reliable sources.
Interpretation of data should be done. The argument should be deduced and structured logically so that people could conclude a persuader would like them to conclude.
Preparing the answers for the questions which could be asked. A person should be ready to address counter-arguments
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