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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 credibl...
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