Thursday, September 11, 2014
Hy Smart People.. This article title is Credibility and Persuasion, I hope Useful For you
CREDIBILITY LECTURE
Often thought of as charisma.
Comes from ancient rhetoric concept of ethos.
CELEBRITY POWER
20% of television commercials feature a famous person.
10% of all advertising expenditures got to pay famous people.
Balanced number of men and women among this number.
Over $1 billion paid to such figures each year.
BUT … only 3% of people surveyed said they would try a new product if advised by a famous person.
DEFINITION OF CREDIBILITY
1. Receiver based construct
2. Multidimensional construct
3. Credibility is situational – it depends on the subject
4. Credibility is dynamic – it changes
FACTOR ANALYTIC APPROACH TO CREDIBILITY
Main dimensions
1. Expertise: experienced, informed, trained, skilled
2. Trustworthiness: honest, fair, unselfish, moral
3. Goodwill: cares about me, not self-centered, understanding.
Secondary dimensions
1. Extroversion: bold, verbal, talkative
2. Composure: poised, relaxed, calm
3. Sociability: friendly
EXPERTISE
Not necessarily formal, but applied to a field.
Halo effect gives celebrities expertise in other areas, such as Catherine Zeta-Jones.
Study by Rind: someone selling raffle tickets, three conditions: amazing calculating skills, embarrassing calculating skills, no calculating skills. People bought far more from the calculating person.
TRUSTWORTHINESS
Expertise fails if the expert is trying to cheat you.
Trustworthy looking people may not be so. Ted Bundy killed 35.
Witnesses in court fail if they do not seem trustworthy, Mark Fuhrman in OJ Simpson case.
GOODWILL
It is the opposite of indifference. You care about people.
Bush #1 & Clinton in tsunami relief changed public opinion about the USA in Indonesia, up to 65%.
CREDIBILITY IN THE WORKPLACE
Kouzes & Posner: categorized managers as high and low credibility. Then measured the morale of employees. High credibility managers matched well with high morale employees in every category at a statistically significant level.
CREDIBILITY AND THE ELM
People do pay attention to both routes, but usually heavily favor one over the other. If the issue is personally relevant to them they will take the central route, if not so personally relevant they will take the peripheral route.
Thus, credibility is most important on issue where the audience is not personally involved.
William Benoit’s 1987 study demonstrated this. It was about whether a computer class should be required of all students. There were two message variables: strong arguments and weak arguments. There were two source variables: expert source and a non-expert source. Those who read the messages were in two relevance groups: you will have to take the course (high relevance); it will be adopted after you graduate (low relevance).
Those who were involved in the topic focused on the arguments.
Those who were low involved focused on the source.
Low involvement means the source credibility is important.
High involvement means the source credibility is not so important.
THE SLEEPER EFFECT
Credibility gets more initial attitude change, but it wears off.
ADVICE TO ENHANCE YOUR CREDIBILITY
1. Be prepared and sound prepared.
2. Cite evidence for your position and identify the source of your evidence.
3. Cite your qualifications and those of your evidence.
4. Try and seem honest and sincere. Sound like you care.
5. Display goodwill towards the audience.
6. Use language and delivery style that is appropriate to the audience, topic and setting.
7. Avoid powerless styles of communication. Later. Do not show doubt.
8. If you are low credibility and cannot help it, emphasize the personal relevance of the message.
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