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Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." [1] Academic studies of this topic began in the 20th century and were given a special emphasis during World War II, when the US government sought to use propaganda to influence public opinion in support of the war effort.
Credibility dates back to Aristotle's theory of Rhetoric.Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. He divided the means of persuasion into three categories, namely Ethos (the source's credibility), Pathos (the emotional or motivational appeals), and Logos (the logic used to support a claim), which he believed have the capacity to influence ...
Some were attributed to high-credibility sources (like Robert Oppenheimer); others to low-credibility sources (like the Soviet newspaper Pravda). Participants regarded sources with higher credibility more favorably. They attributed this effect to the expertise of the source and the confidence in the sources' sincerity in delivering the message. [8]
A majority of social media influencers don’t verify information before sharing it with their audiences, a study published Tuesday by the UN’s scientific and cultural arm found, underscoring ...
Figure A: Normal Decay Figure B: Sleeper Effect. The sleeper effect is a psychological phenomenon that relates to persuasion. It is a delayed increase in the effect of a message that is accompanied by a discounting cue, typically being some negative connotation or lack of credibility in the message, while a positive message may evoke an immediate positive response which decays over time.
The reputation marketing field has evolved from the marriage of the fields reputation management and brand marketing, and involves a brand's reputation being vetted online in real-time by consumers leaving online reviews and citing experiences on social networking sites. With the popularity of social media in the new millennium reputation ...
Sources of information are commonly categorized as primary, secondary, or tertiary sources.In brief, a primary source is one close to the event with firsthand knowledge (for example, an eyewitness); a secondary source is at least one step removed (for example, a book about an event written by someone not involved in it); and a tertiary source is an encyclopaedia or textbook that provides a ...
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