The credibility of the messenger determines both the immediate and long-term impact of the persuasion.

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In persuasive communication, speakers who are credible, meaning they have expertise on the topic and are deemed as trustworthy, are more persuasive than less credible speakers.

Speaker Credibility

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

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