{"id":68,"date":"2026-02-23T10:27:16","date_gmt":"2026-02-23T10:27:16","guid":{"rendered":"http:\/\/localhost\/persuasion\/?post_type=content&p=68"},"modified":"2026-02-23T11:21:27","modified_gmt":"2026-02-23T11:21:27","slug":"chapter-4-credibility","status":"publish","type":"content","link":"https:\/\/routledgelearning.com\/persuasion\/chapter-resources\/chapter-4-credibility\/","title":{"rendered":"Chapter 4: Credibility"},"content":{"rendered":"\n
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Chapter 4: Credibility<\/h2><\/div>\n<\/div>\n\n\n\n
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Chapter Summary<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

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