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Credibility

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?

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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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