Source credibility
The extent to which the source is generally perceived to be persuasive. Based on the receiver’s perception of how believable the source is, And not intrinsic.
- Credibility consists of three components:
1. Competence-(logos) Does the source know what he’s talking about? Does the source have credentials to be promoting a position?
2. Trustworthiness (ethos)-is the source known to be generally honest.
3. Likability (pathos)-is the source someone you can relate to? Is the source similar to you
Aristotle-Ethos, logos, pathos (dynamism, appealing).
Based on competence and trustworthiness what are the two types of bias that impede source credibility?
- Knowledge bias-occurs when the receiver believes that the sources knowledge about the subject doesn’t reflect the true state of affairs. The source is believed to have limited knowledge that would result in a biased description.
- Reporting bias-occurs when you consider the source to be less than trustworthy. For example a car sales person. Bias occurs because the source has a stake in the outcome.
Group conformity study by Solomon Asch.
A participant along with four other Confederates were shown four different lines and were asked which line matched the sample line. Three quarters of the participants gave the wrong answer.
What is contagion.
Occurs when individuals behave within a group in a way that would be unlikely if they were not in the group. Within a group, individuals become uninhibited and follow the lead of others. Like participants in a “wave” at a sporting event.
