PS270 Chapter 5: THE COMMUNICATOR AND THE MESSAGE
Document Summary
Credibility is important but effects of source credibility diminish after a month or so. If a credible person"s message is persuasive its impact may fade as its source is forgotten or dissociated from the message. Impact of a non credible person may increase over time if people remember the message better than the reason for discounting it. Sleeper effect: delayed persusasion, after people forget the source or its connection with the message. Begin by saying things the audience agrees with, which makes one seem smart. It helps to be seen as knowledgeable on the topic. While testifying, witnesses looking questioner straight in the eye seem more believable. Trustworthiness is higher if audience believes communicator is not trying to persuade them. People who argue against their own self interest seem more sincere. Being willing to suffer for one"s beliefs helps convince of sincerity. Trustworthiness and credibility, thus persuasion, is increases whe people talk fast.
