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Persuasion10ov - no vested interest Viral marketing •...

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Source factors: Credibility
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Credibility Authority: based on rewards and punishments or perception of Credibility: target’s perception that source is a good source of information; unbiased Basis of credibility: expertise; lack of vested interest- trustworthy
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Expertise Knowledge or ability about topic of persuasive communication Be wary of “false” experts- people use because they appear to have expertise Ask: “Is the person really an expert or someone who is merely used because of celebrity status?” “Is expert unbiased?”
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Richard Karn: actor or home repair expert? The Little Giant is the safest, strongest, most versatile ladder in the world!" -- Richard Karn & Robin Hartyl
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Trustworthiness and goodwill Trustworthiness: Honesty, integrity Goodwill: having target’s best interests at heart; lack of vested interest; nothing to gain People are skeptical and tend to counter argue when someone has vested interest, but less likely to counter-argue source with
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Unformatted text preview: no vested interest. Viral marketing • People who promote product have no vested interest in product- this increases their credibility Shill or undercover marketing • Assume someone has no vested interest in promoting product, but they actually do • This pretense of no vested interest increases their credibility • People are less likely to counterargue • Note: Trustworthiness of the person is increased and perception of bias decreased when you think person is NOT trying to influence you Manufacture of credibility • Pseudo-events: planned events intended to promote person or product but not in an explicit way (not explicitly trying to influence you); often uses social proof • Example: Scion • Example: Trump • Example: Nixon and the silent majority Knowledge bias • Knowledge bias: presumption that communicator is biased due to their background, gender, age, ethnicity, religion, etc....
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