Credibility involves multiple dimensions, applies to both groups and individuals and is intertwined with the ability of a source to require compliance.

 

Traditional Views of Credibility ( Note spelling:  no "T" in "Credible")

  I.   Ethos and Good character

 

  II.   Rational/Legal Ideal of Credibility

 

A.   Ability to make a judgment/claim

1.    knowledge

2.    expertise

B.   Objectivity

 

  III.  Credibility as Believability involves

 

A.   audience acceptance - This is the idea that "Credibility is in the eye of the beholder."  [ note AP issue of “contrary to self-interest” ]

 

B.   components discovered through research data

1.    trustworthiness

2.    (Attitude?) similarity

3.     physical attractiveness

 

C.   meeting the needs of the receivers

 

Some Research Results on Effects of Credibility

• Prestige of sources can lead to legitimation of the issue the source is talking about.

• Audiences seem to learn information regardless of source – e.g. the sleeper effect (since audience members often have short memories as to who was the sourceof information they have heard and how credible that source is.)

• Mystification can yield higher credibility - e.g. the use jargon, complex language, abstract symbols, etc.  (e.g. "If I don't understand him, he must be smart!")

• Charisma (and identification/referent power), traditionally it has been seen as valuable – But does it still exist?