“Now wait,” I said, “which one is the good guy?”
“The one with the white hat”
“Then the one with the black hat is the bad guy?”
… there is a whole generation in this country that makes its judgments pretty much on that basis.
—John Steinbeck1
Being Believed Is Critical to Adding Persuasion to Advertising
It might seem obvious that no message has sticking power if it is not believed. Credibility is king in being persuasive. It adds convincing power to messages. The quote from Steinbeck demonstrates how our fast brain categorizes drawing on visual stimuli for an immediate assessment to decide on who to believe. Once we do, we tend to believe or distrust whatever the fast brain has decided about the source of information, ...
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