Chapter Summary

This chapter examines the concept of source credibility and its relationship to persuasion. The chapter begins with a discussion of credibility as it relates to celebrity endorsers and spokespersons. Next the rise of influencers is examined. The chapter then offers a conceptualization of credibility that emphasizes that it is a receiver-based or perceptual phenomenon, multidimensional in nature, situational or contextual, and dynamic or subject to change. The chapter identifies three primary dimensions of credibility, as well as multiple secondary dimensions of credibility. An explanation of the sleeper effect is provided. Credibility as it applies to organizations and institutions is also considered. Interpersonal credibility is discussed in the form of impression management, facework, and likeability. Finally, a variety of strategies for increasing speaker credibility are offered.

Quiz

1. 

Which influencer type would tend to have the highest engagement levels, and greatest perceived authenticity, but smallest social reach than the other types?

nano-influencer

macro-influencer

mega-influencer

mid-influencer

virtual influencer

None

2. 

You should avoid relying on TikTok influencers for advice on any of the following except

medical advice

nutrition advice

financial advice

dance and duet advice

fitness advice

None

3. 

Lebron James is a credible source on basketball but not on open heart surgery. This best illustrates the fact that:

Credibility is a receiver-based phenomenon

Credibility is a multidimensional concept

Credibility is situational or contextual

Credibility is dynamic

None

4. 

A doctor takes the time to answer patient questions and shows genuine care about their recovery. Which credibility dimension is this?

Trustworthiness

Expertise

Dynamism

Goodwill

None

5. 

During a group presentation, Sam helps rephrase a teammate's unclear comment so they don't look unprepared. This is an example of:

Facework

Ingratiation

Sociability

Dynamism

Composure

None

6. 

Which students would likely evaluate the arguments for changing the freshman campus dining plan based on the actual proposal, rather than the popularity of the student presenting it?

Students at a different university

Incoming freshmen

Faculty at the university

Alumni of the university

None

7. 

Over time, Serena Williams' elegance and athleticism become linked to the tennis gear she promotes. Her qualities rub off" on the brand. This phenomenon is known as:"

Osmosis

Trickle-down credibility

Meaning transfer perspective

None

8. 

Alex delivers a presentation on environmental conservation to a group of teenagers, but his slow, emotionless delivery causes them to lose attention. His loss of credibility can best be attributed to:

Using language that separated him from his audience

Not adapting his message to the listeners’ frame of reference

Not matching his level of dynamism to the demands of the situation

Not citing sources and their qualifications up front

None

9. 

Teenagers buy the same shoes and accessories as their favorite TikTok stars to match their style. This reflects:

mimetic desire

the meaning transfer perspective

influencer idolatry

the cult of personality

None

10. 

Source enthusiasm is a primary explanation for the influence of celebrity endorsers

True

False

None

11. 

Whether a source possesses credibility is determined primarily by the receiver

True

False

None

12. 

The fact that a source's credibility can change throughout a speech, a campaign, or even over a greater period reveals that credibility is dynamic

True

False

None

13. 

According to the most recent research by McCroskey & Teven (1999), there are _ primary dimensions of credibility

14. 

When experts in one field are assumed to be experts in new and unrelated fields, the _ effect has taken place.

15. 

Consumers often underestimate how much advertising influences them personally while overestimating how much it affects other people. This phenomenon is known as _

Time’s up

Essay Questions

1. Identify and explain each of the primary dimensions of credibility.
2. What would you advise a young adult (age 18-24) to do to boost their credibility when trying to persuade an audience of senior citizens (ages 60+) to volunteer for, and participate in, various community service projects?