This essay addresses the importance of credibility in persuasive communication. As cited in the paper, credibility can be defined as the quality of inspiring belief. During the creation of this essay, I learned the need for credibility for anyone to take a speaker seriously. For this paper, I had to explain credibility, through its primary and secondary dimensions.
Credibility
Introduction
Throughout history, many people have defined the times in which they lived. Whether they are political leaders or business people, they all employ the use of their charisma. According to Gass and Seiter (2011), “Charisma is a lay term used to describe someone who possesses a certain indefinable charm or allure. Such a person may be said to have a magnetic personality.” Charismatic people tend to possess great credibility, and use this to their advantage (Gass & Seiter, 2011). This paper will explain what credibility is as well as define and explain the various dimensions of credibility including primary and secondary dimensions.
Defining Credibility
According to Wong (2009), “Credibility can be defined as the quality of inspiring belief.” It is extremely common for companies to employ celebrities to endorse or be a spokesperson for their product. This high profile name that is associated can give a brand recognition that they might not have otherwise. Credibility is the judgments made by a perceiver (Gass & Seiter 2011). Companies in the private sector and government agencies also have reputations to uphold. If they allow for their reputation to slip, so too will their credibility. Sometimes qualities that are sought after in one situation may be seen to be the incompatible for another. For example, a person that has a passion for directing stage shows and has done so successfully won’t necessarily make the best assistant director due to their strong will to take over and direct the production. It is important to realize also that credibility is dynamic. The effect of the credibility changes when the perceiver changes (Gass & Seiter, 2011). Also, credibility can fluctuate over the course of a single interaction depending on how well the interaction is going and how knowledgeable the “credible” party is.
Dimensions of Credibility
Some of the primary dimensions of credibility as outlined by Gass and Seiter (2011) are expertise, trustworthiness, and goodwill. Expertise in a field would give someone much more credibility. For example, if one is looking for a person to work on their house, it makes a world of difference to know that the person has a great deal of experience in the field of work needed. Trustworthiness lends itself to credibility as well. If a person is known to be honest, dishonest, ethical, or unethical can determine whether they are trustworthy or not. Goodwill, or at least the perception of it, can make a huge difference in ones credibility. Whether a person truly cares or not can make or break credibility, as it can become difficult to have confidence in someone who doesn’t have ones best interest in mind.
The secondary dimensions of credibility displayed by Gass and Seiter (2011) are extroversion, composure, and sociability. Extroversion could be easily defined by how out going a person is. For example, the selling style of a
Mexican street
vendor would be completely opposite from a clerk at an American convenience store. The street vendor is constantly trying to bring in business by approaching potential customers while the clerk is simply taking orders by those who approach him/her. Composure is important as well. If one appears nervous, tense, or anxious it can negatively impact the potential for credibility to be perceived. One needs to appear poised, relaxed, and calm. For example, when someone appears nervous or unsure, it appears as if they don’t know what they are talking about or aren’t confident in what they are saying. Finally, sociability plays a role as well. Whether a person is friendly or not makes a difference. It is unlikely that an unfriendly or rude person would achieve much credibility (North, A., & Hargreaves, D. 2008).
Conclusion
In conclusion, this paper explained what credibility is as well as defined and explained the various dimensions of credibility including primary and secondary dimensions. If one is to become successful in nearly any aspect in life, they must seek to become credible. If a potential mate finds them to be a liar or a cheat, it could spell the end of the relationship. If it is found that a contractor lacks expertise, isn’t trustworthy, or doesn’t have the well being of the receiver at heart, it can be next to impossible to regain credibility within that sender/receiver relationship. Credibility can make ones life easier or more difficult depending on how they have conducted themselves.
References
Gass, R. H. & Seiter, J. S., (2011). Persuasion: Social influence and compliance gaining. 4th Edition. Allyn & Bacon.
North, A., & Hargreaves, D. (2008). The social and applied psychology. New York , NY
Wong, H. K., Wong, R.T., (2009). The first days of school: How to be an effective teacher. Harry K. Wong Publications, Inc.
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