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Credibility Imagine you are waiting in line in a supermarket and you catch a glimpse of this large boldfaced headline: “Doctors Discover Cure for CANCER!” As your eye wanders across the front page, you discover that you are reading a supermarket tabloid that features aliens from another planet. What would you think? In contrast, imagine that you are reading through scientific periodicals in a library when you come across a similar article, but this time it appears in the New England Journal of Medicine. Now what would you think?
Why are some sources more credible than others? Why were the medical journal, physicist, and judge more credible than the tabloid, government- controlled newspaper, and drug dealer? For communicators to be seen as credible, they must have two characteristics: competence and trustworthiness. Competence refers to a speaker’s ability. People who are knowledgeable, smart, or well spo- ken or who have impressive credentials are persuasive by virtue of their expertise. Experts can have a disarming effect on us. We assume they know what they’re talking about. So when they speak, we listen. And when they take a position, often we yield. Indeed, research shows that people pay closer attention to experts than to nonexperts. In court, forensic examiners with impressive credentials have a greater influence on juries than those with less impressive credentials—even when their testimony is the same.
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