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Unformatted text preview: Credibility and Persuasion Credibility • Judgments made by receivers about the believability of the communicator • A receiver based variable o How credible would the following be in discussing a war on Iraq? Why? George W. Bush—yes, he made the decision to go to war Acquaintance at a party—no, it’s just their opinion Professor of international policy and political science—yes, they can give you background information you may not have known about before • Credibility is always in the mind of the receiver COM 318 7-Oct-09 o Appearance affects credibility • Credibility is the #1 factor in successful persuasion...
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This note was uploaded on 04/11/2011 for the course COM 310 taught by Professor Susanmorgan during the Fall '09 term at BYU.
- Fall '09