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Credibility is crucial in persuasion from "summary" of The Psychology of Persuasion by Kevin Hogan

Credibility plays a significant role in the art of persuasion. When attempting to influence others, one must establish trust and credibility in order to be successful. Without credibility, one's message may fall on deaf ears. People are more likely to be persuaded by someone they trust and believe in. In order to build credibility, it is important to demonstrate expertise in the subject matter at hand. This can be achieved through years of experience, education, or tangible accomplishments. By showcasing one's knowledge and competence, the audience is more likely to view the persuader as a credible source of information. Furthermore, credibility can also be established through honesty and transparency. People are more inclined to trust someone who is truthful and forthright. By being open and honest in communication, the persuader can build trust with the audience and enhance their credibility. In addition, credibility can be bolstered through consistency in one's actions and words. When a persuader's behavior aligns with their message, they appear more trustworthy and credible. On the other hand, inconsistency can erode credibility and diminish the persuader's ability to influence others.
  1. Credibility is a crucial component of persuasion. Without trust and credibility, one's efforts to persuade others may be ineffective. By demonstrating expertise, honesty, transparency, and consistency, a persuader can build credibility and increase their chances of success in influencing others.
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The Psychology of Persuasion

Kevin Hogan

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