Source Cred, liking, attraction, nonverbal persuasion 3.10

Source Cred, liking, attraction, nonverbal persuasion 3.10...

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Source Credibility: Definition - “Judgments made by a perceiver (receiver based) concerning the believability of a communicator”-(O’Keefe, 1990) - Credibility is dynamic…it can change over time. (Over a message or over months/years, etc.) Dimensions: Aristotle - From The Rhetoric o Good sense (Expertise…extent person is qualified to talk about topic) o Good moral character (Trustworthiness) o Goodwill (Whether or not the speaker has good intentions toward the listener) Research using factor analysis - Three factors are often found: o Expertise o Trustworthiness (Good character) o Goodwill - Sometimes, others too: o Extroversion (Extent person is outgoing when they talk) o Sociability (How friendly someone is) o Dynamism (How enthusiastic they are…outgoing) o Likeability/attractiveness o Composure (Extent someone is calm and confident) Why disparate results? - Different situations call for different qualities - Methodological factors o Researchers choose the adjectives o Can’t find something you don’t measure
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Source Cred, liking, attraction, nonverbal persuasion 3.10...

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