Analyzing Two Dimensions Of Credibility Variation

Credibility variation is the aspect on which the quality of communicators being trusted by the recipients varies from communicator to communicator. This is based on the perceived trustworthiness and expertise of the communicator by the recipient of the message. The effects of credibility variations are the persuasive outcomes based on how the recipients perceive the communicator to be credible. A communicator who is perceived to be credible will be successful in his or her persuasion efforts while the one perceived to be non credible will be unsuccessful. Persuaders can either be classified to be of high credibility or low credibility but most researchers focus in comparing persuaders based on the high credibility aspect. There are two dimensions
All these scales are meant to assess the likelihood of the communicator telling that truth as he or she believes the message to be. The indices of perceived trustworthiness have several items that also exhibit high internal reliability. It is the trustworthiness of the communicator that determines how the receiver will perceive the communicator to be credible and thus achieve the persuasion effect on the receivers. Different people have different degrees of trustworthiness and the difference is what brings about the variation of credibility and the effects in the process of
There is the knowledge bias which implies that the recipient of the message believe that the knowledge of the communicator is non veridical. There is also the reporting bias which implies that the recipient believes that the willingness of the communicator to convey actual version of the external reality has been altered. A communicator who is believed to have knowledge bias will be perceived to be less expert while that who is believed to have reporting bias will be perceived to be less trustworthy. A communicator who has expertise and misleads the recipients is untrustworthy and can be said to have reporting bias while a communicator who is sincere but uniformed can be seen to have low expertise and thus has knowledge