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Credible sources enhance the stickiness of a message from "summary" of Made to Stick by Chip Heath,Dan Heath
One of the key factors that determines whether a message will stick in the minds of an audience is the credibility of its source. When a message comes from a source that is perceived as trustworthy and reliable, it is more likely to be remembered and believed. Credible sources lend authority and legitimacy to a message, making it more persuasive and compelling. People are more inclined to pay attention to and internalize information that is backed by experts, reputable organizations, or individuals with relevant experience and knowledge. In a world where information is constantly bombarding us from all directions, credibility serves as a filter that helps us determine what to pay attention to and what to ignore. When we encounter a message from a credible source, we are more likely to give it our time and consideration, increasing the chances that it will stick in our memories. Moreover, credibility adds a layer of validation to a message, reinforcing its trustworthiness and reliability. When we know that a message comes from a source that has a track record of honesty and accuracy, we are more likely to believe and remember it.- The credibility of a source acts as a force multiplier for the stickiness of a message. It not only increases the likelihood that the message will be remembered but also enhances its impact and persuasiveness. By leveraging the power of credible sources, communicators can make their messages more sticky and effective in capturing the attention and influencing the behavior of their audience.
