1) The 3 components of source credibility in order to pursuade people are: i) Tr

Question

1) The 3 components of source credibility in order to pursuade people are:

i) Trust - If the person is known to be of bad character/unethical, then even if he has the other two components, people will not be pursuaded. The person needs to be genuine and of good character. Trust and honesty between and speaker and the listener must be built.

ii) Goodwill - If a person lacks goodwill, they might still say the wrong thing even if they are trustworthy and experts. If they are known to care for the listeners, are more empatheric, they will be more pursuasive.

iii) Competence - If the person doesn't have the required expertise or wisdom or reputation, his credibility would be in question

Extrinsic credibility is the credibility that a person already brings before the message is spread. It could be because of their reputation, background or their expertise

Intrinsic credibility is the credibility that a person provides during and after the delivery of a message. It is usually because of their unique communication skills or charm or charisma or logically well presented arguments

2) Process of persuasion involves these key activities: i) Attention - Get the attention of the audience for engagement ii) Purpose - Establish the need for the speech iii) Satisfaction - Introduce the solution to the problem at hand iv) Visualization - Illustrate how the proposed solution will benefit the listeners and what would be the result of lack of action v) Action - What will be immediately needed to bring the solution in motion?

Strategies to adopt:

1. Both kinds of credibility must be established - This would require trust, goodwill and competence to build external credibility and excellent communication skills to build internal credibility.
2. Goals must be set - Speeches are usually designed to inspire change, instil a belief or intensify an existing belief/attitude. The appropriate goal for the speech must be set.
3. Get the listeners engaged with the speech (delivery) - The speaker could increase the effectiveness of their delivery by establishing common ground with the listeners , connecting with their values and beliefs etc
4. All arguments must be backed and supported with evidence.
5.The speaker can increase their emotional appeal by building rapport with the audience & use of simplistic examples and metaphors, by maintaining eye contact throughout etc

Explanation / Answer

1) What are the component of source credibility?How does extrinsic credibilitydiffer from intrinsiccredibility? 2) Describe th eprocess of persuasion.What strategies can you employ to prevent listeners fromdropping out during the persuasionprocess?

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