Source Credibility

1
Source Credibility

• Aristotles ethos.
• 3 components of credibility are expertise,
  dynamism/ charisma and sincerity.
• These are not fixed attributes of a given source
  rather they are how the audience chooses to see
  them.
• We must determine which type of credibility is
  most important to our target public.

2
Source credibility- cont

• In todays media, source equals celebrity,
  charisma and expertise go hand in hand.
• But it is expensive.
• Need to check out the sources other commitment
  so that there is no shadow effect.
• Overshadowing of the company and product by the
  celebrity source.

3
Principles of source credibility

• 1. Highly credible sources will produce more
  persuasive effect than low credibility sources.
• 2. Credibility is not something a source has
  its the receivers perception of the source.
• 3. Credibility is not a fixed entity.
• 4. Credibility is linked to external factors.
• 5. Credibility is linked to internal factors.

4
Factors that influence credibility

• To increase credibility sources should pay
  attention to situation variables.
• Sources can also enhance credibility by assuring
  that the receivers have all info about the
  source.
• Sources must construct well-supported, organized
  messages and presented in a professional manner.
• Give careful consideration to the effects of the
  channel.

5
What could a source do?

• People want good reasons for changing their
• attitude and beliefs, and the proof requisites
• for taking action steps are even more
• demanding.
• People look for proof even for a change which
• is deemed good.

6
Statistical Evidence

• Eg car purchase.
• Statistics persuade best when they are simple
  easy to understand.

7
Narrative Anecdotes

• Narratives makes examples come alive and make
  them easy to recall and relate to.
• Eg the story of a person rising from rags to
  riches persuades more than a set of statistics.

8
Testimony

• People tend to suspect any kind of persuasion
  using only emotion/feelings or brainstorming.
• Testimony of another person is valuable.

9
Visual Evidence

• On-spot demo is not always possible/ feasible.
• Visual evidence such as graphs/ charts help
  audience understand the problem.
• It should be simple and unobtrusive.

10
Comparison Contrast

• Issues can be seen from only one viewpoint/
  perspective. Not very accurate.
• So provide something to compare and contrast..
• The comparison should help the audience see the
  difference between two sides of the issue.

11
Endorsement

• Third-party endorsement.
• Media endorsement usually unpaid can come through
  editorials, review, surveys news stories.
• The idea is that media coverage bestows
  legitimacy and newsworthiness on a product or
  service.

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Tutorial 3

• 1. Define proof. What constitutes adequate proof
  for you? Does it change from issue to issue? If
  so, in what ways?
• 2. What are some of the ways in which testimony
  can be misused? Give example.
• 3. What are some of the ways in which statistics
  can be misused? Give example.