Sources which are deemed as credible based on society norms, such as government websites being seen as inherently more credible.

Presumed Credibility of a Source

Judging credibility of a source based on the aesthetics of the source.

Surface Credibility of a Source

Judging credibility of a source based on an established foundation of trust which is built over time.

Earned Credibility of a Source

When a source's credibility is judged by an objective, qualified party.

Reported Credibility of a Source

- Presumed credibility
- Surface credibility
- Earned credibility
- Reported credibility

University of Delaware

A source's credibility significantly enhances their persuasiveness. Individuals who are perceived as experts on a topic and are considered trustworthy are more likely to influence an audience's attitude. Furthermore, the credibility of the messenger is a crucial factor in determining both the immediate and long-term effectiveness of the persuasion.

Credibility of the Source in Persuasion

Hadlington, L., Harkin, L. J., Kuss, D., Newman, K., & Ryding, F. C. (2022, January 13). Perceptions of Fake News, Misinformation, and Disinformation Amid the COVID-19 Pandemic: A Qualitative Exploration. Psychology of Popular Media. Advance online publication. http://dx.doi.org/10.1037/ppm0000387

Perceptions of Fake News, Misinformation, and Disinformation Amid the COVID-19 Pandemic: A Qualitative Exploration

When a message is conveyed along with a discounting factor (an element that makes the message untrustworthy), there will be a delayed increase in acceptance of the message. This is a controversial concept, as it is difficult to replicate without meeting certain criteria.

The Sleeper Effect

Heuristics of Credibility for Web-based Information

A city is launching a campaign to persuade its residents to participate in a new, complex composting program. To maximize the campaign's success, which of the following individuals would be the most effective primary spokesperson?

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