Credibility And Persuasion

O’Keefe defined the term credibility as follows:
“believability is a judgement made by a percipient concerning the believability of a communicator”.

Receiver-based
Credibility is a receiver-based construct. This means that the acquaintance of a mention’s (e.g. speaker or text) credibility lies in the eye of the beholder. Victoria Beckham talking about dope masscer may be credible to some people, plainly not to others.

Multidimensional
Moreover, credibility is called a multidimensional construct, because it does not simply consist of one quality, but carries many characteristics a source can be regarded to possess.

Situational
Credibility is said to be a billetal/contextual phenomenon, which means that the credibility of a source depends on the situation and in many cases is connected to a authoritative subject. A dentist, for instance, energy be credible when talking about dental prosthesis, but his credibility might be diametric and connected to different attributes when talking about pedagogy at a meeting of the pargonnts’ association.

Dynamic
Credibility is dynamic, which means that it can swop over time.



Taking Victoria Beckham as an example again, she might have had certain credibility as a process of the famous girl group the Spice Girls, but subsequently the break up her attempts to succeed as a unaccompanied artist failed. This could be an indication for a shift or decrease in her credibility.
Credibility is hardly ever consistent, it can fluctuate from one audience or one situation to another. In Victoria Beckham’s case, the public’s erudition of her credibility shifted when she married the famous soccer player David Beckham. She was no longer solely perceived as the failed singer, but dark into a ‘society lady’. Thus, the perception of her as a credible person is associated with other qualities than previously.

The primary dimensions of credibility

There are three primary dimension of credibility:
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