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Clients, Clients, and More Clients by Larina Kase

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What Determines Credibility?

Do you know whether you’re perceived as credible? Let’s look into the factors that make up credibility.

The four types

In the early 1950s, Yale University researchers Carl Hovland, Irving Janis, and Harold Kelley created a model to explain what makes a message be perceived as credible. They found that credibility resulted from a perception of the communicator’s trustworthiness and expertise.

More recently, researcher B.J. Fogg expanded the model to include four key types:

 

1. Presumed. This type of credibility is based on ideas and assumptions people hold.

2. Reputed. This is based on other people’s experiences and can be seen through testimonials, referrals, and endorsements.

3. Surface. This is based on initial ...

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