How believable the AUDIENCE PERCEIVES the speaker to be…
SOURCE CREDIBILITY How believable the AUDIENCE PERCEIVES the speaker to be … Speech Success Source Credibility
SOURCE CREDIBILITY Major Factors Source Credibility Major Factor
SOURCE CREDIBILITY Major Factors Source Credibility Major Factor Speech Effect Source Credibility
SOURCE CREDIBILITY Major Factors SC Major Factor 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL
SOURCE CREDIBILITY Major Factors SC Expertise 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Intrinsic b. Derived
SOURCE CREDIBILITY Major Factors SC Expertise 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Intrinsic b. Derived
SOURCE CREDIBILITY Major Factors SC Trust 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Legitimate Bias b. Illegitimate Bias
SOURCE CREDIBILITY Major Factors SC Trust 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Legitimate Bias b. Illegitimate Bias
SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness
SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness
SOURCE CREDIBILITY Major Factors SC Goodwill 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL a. Understanding b. Empathy c. Responsiveness
SOURCE CREDIBILITY Conditional Factors Source Credibility Factor
SOURCE CREDIBILITY Conditional Factors Style S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness
SOURCE CREDIBILITY Conditional Factors Power S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness
SOURCE CREDIBILITY Conditional Factors Similar S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness a. Issue Irrelevant b. Issue Relevant
SOURCE CREDIBILITY Conditional Factors Similar S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness a. Issue Irrelevant b. Issue Relevant
SOURCE CREDIBILITY Conditional Factors Phy Att S C 4) Dynamism 5) Power/Authority 6) Similarity 7) Physical Attractiveness
SOURCE CREDIBILITY All Factors SC Factors 1) EXPERTISE/COMPETENCE 2) TRUSTWORTHINESS/CHARACTER 3) GOODWILL 4) DYNAMISM 5) POWER/AUTHORITY 6) SIMILARITY 7) PHYSICAL ATTRACTIVENESS Factors S C