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 ...
Get Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
