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Trust acts as a foundation for effective persuasion from "summary" of The Psychology of Influence by Joop van der Pligt,Michael Vliek
Persuasion relies heavily on the presence of trust between the persuader and the audience. When individuals perceive a communicator as trustworthy, they are more likely to accept the information presented without extensive scrutiny. This trust diminishes the need for defensive mechanisms, allowing the audience to engage more openly with the message. Establishing credibility is essential for fostering this sense of trust. Factors such as expertise, honesty, and relatability play significant roles in how trust is built. A communicator who demonstrates knowledge and sincerity is more likely to be viewed favorably. This credibility serves as a precursor to effectiv...
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