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Unit 11
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Unit 11


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  • 1. UNIT 11 Source Factors
  • 2. CREDIBILITY Judgments made by a perceiver concerning the believability of a communicator. Aka: A source’s trustworthiness. RECEIVER PERCEPTION
  • 3. Dimensions of Credibility
  • 4. Competence Expertise, or how much knowledge a source as in a particular area
  • 5. Character/ Trustworthiness A perception of the extent to which the audience finds the speaker to be honest, fair, and trustworthy
  • 6. Caring A perception of the source’s intentions and “good will” toward the audience. The audience’s perception of how much a speaker cares about them.
  • 7. Factors of Credibility
  • 8. Education, Occupation, Experience Influences judgments of communicator’s competence
  • 9. Delivery Uh’s and Um’s (noninluences) increase, perceptions of competence decrease – trustworthiness is remains unaffected.
  • 10. Speaking Rate --Moderately fast and fast speakers are perceived as more credible, intelligent, confident, effective, attractive. (not for extremely fast) --Slower speech is more appropriate for intimate topics.
  • 11. Use of Evidence Using credible sources can increase perceptions of a source’s competence and trustworthiness
  • 12. Position Advocated 1. We expect people to advocate positions which reflect their best interests 2. We see those who advocate positions against their best interests as more competent and trustworthy
  • 13. HUMOR It can increase liking, but not judgments of competence
  • 14. Effects of Credibility 1. Works best when there is low receiver involvement 2. The audience knows of the source when they receive the message 3. When you are NOT advocating messages the audience agrees with
  • 15. Physical Attractiveness
  • 16. Research Findings 1. Getting a Job (Mack & Rainey, 1990) 2. Crime pays more if you’re attractive (Stewart, 1980) 3. Other findings
  • 17. Explaining Attractiveness Effects 1. Attractive communicators are better able to gain others’ attention 2. Classical Conditioning: The positive feeling we have for a speaker becomes associated with the message
  • 18. 3. Communication skills – attractive people have had more experience 4. Liking – We like attractive people more so their messages are more effective 5. Identification: We may adopt attitudes held by attractive communicators, thereby identifying with them and welcoming their influence
  • 19. Limits of Attractiveness 1. Extremely attractive people are distracting and can be resented 2. Violations of Expectations: An attractive person in an odd role (An attractive dentist) 3. Short-lived Effects
  • 20. SIMILARITY 1. Attitude 2. Morality (Religious Affiliation) 3. Background 4. Appearance
  • 21. Similarity Works Best 1. When it is relevant to the message or topic 2. When the topic is personal or emotional – not as effective in matters based on facts
  • 22. Similarity and the Consensus Cue Similarity helps us when we are trying to get consensus in a group