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

Impact of Messenger Credibility

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.

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Features of the source of a persuasive message that influence its effectiveness include the credibility of the speaker and the physical attractiveness of the speaker.

Features of a Persuasive Message Source

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

OpenStax Psychology (2nd ed.) Textbook

Speaker Credibility

In persuasive communication, more attractive speakers are more persuasive than less attractive speakers. This principle is often relied upon when famous actors and athletes are used to advertise products.

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