ch 4

Question 1

what is credibility

Answer 1

the quality of being trusted, believable, and reliable

Question 2

Credibility is also referred to as

Answer 2

Ethos, a crucial element of persuasion

Question 3

primary dimensions of credibility

Answer 3

expertise, trustworthiness, goodwill

Question 4

secondary dimensions of credibility

Answer 4

Dynamism: Is the source energetic, and enthusiastic?
Composure: Is the source cool, calm, and collected?
Sociability: Is the source friendly, and outgoing?

Question 5

Consumers underestimate the effect
Consumers overestimate the effect

Answer 5

-of advertising on themselves
-on advertising on others

Question 6

suggests that under the right circumstances, the delayed
impact of a message may be more effective than its initial impact

Answer 6

sleeper effect

Question 7

creates
positive attitudes in others by
providing psychological and
emotional benefits

Answer 7

likeability

Question 8

strategies to improve credibility

Answer 8

-be prepared, build trust, cite evidence, improve likeability, display goodwill