Persuasion Theories - Source Credibility Theory
The source credibility theory postulates that people
are more likely to be persuaded when the source presents itself as credible. The theory
is broken down into three models that can be used to apply the theory. These three
models are the factor model, the functional model, and the constructivist model.
The factor model - covering laws? approach - helps determine to what extent the
receiver judges the source as credible.
The functional model - a covering laws approach - views credibility as the degree to
which a source satisfies a receiver’s individual needs.
The constructivist model - a human action approach - analyzes what the receiver does
with the source’s proposal.
The findings of the Source Credibility of Persuasive Communication study by Yale
University is presented schematically below:
Who (source of communication):
• The speaker should be credible and attractive to the audience.
Says what (how)(nature of communication):
• Messages should not appear to be designed to persuade.
• Present two-sided arguments (refuting the ‘wrong’ argument, of course).
• If two people are speaking one after the other, it is best to go first (primacy
effect).
• If two people are speaking with a delay between them, it is best to go last
(recency effect).
To whom (the nature of the audience)
• Distract them during the persuasion
• Lower intelligence and moderate self-esteem help.
• The best age range is 18-25.
While the relationship between source credibility and attitudinal change seems to be
self-evident, it is interesting to note that many studies have also revealed no/ and
relatively low level of relationship between source credibility and attitudinal change.
The source credibility theory postulates that people
are more likely to be persuaded when the source presents itself as credible. The theory
is broken down into three models that can be used to apply the theory. These three
models are the factor model, the functional model, and the constructivist model.
The factor model - covering laws? approach - helps determine to what extent the
receiver judges the source as credible.
The functional model - a covering laws approach - views credibility as the degree to
which a source satisfies a receiver’s individual needs.
The constructivist model - a human action approach - analyzes what the receiver does
with the source’s proposal.
The findings of the Source Credibility of Persuasive Communication study by Yale
University is presented schematically below:
Who (source of communication):
• The speaker should be credible and attractive to the audience.
Says what (how)(nature of communication):
• Messages should not appear to be designed to persuade.
• Present two-sided arguments (refuting the ‘wrong’ argument, of course).
• If two people are speaking one after the other, it is best to go first (primacy
effect).
• If two people are speaking with a delay between them, it is best to go last
(recency effect).
To whom (the nature of the audience)
• Distract them during the persuasion
• Lower intelligence and moderate self-esteem help.
• The best age range is 18-25.
While the relationship between source credibility and attitudinal change seems to be
self-evident, it is interesting to note that many studies have also revealed no/ and
relatively low level of relationship between source credibility and attitudinal change.
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