Chapter Five Review by yurtgc548


									Chapter Five Review
    September 28, 2007
1) Why do persuasion researchers avoid the
term charisma in favor of ethos or credibility?

• Charisma is term that many people
  use to describe an indefinable
  charm or allure
• Charisma has no clear precise
• Ethos or credibility can be defined
  and measured
2) In the chapter, credibility is decribed as a
receiver-based construct, a multidimensional
construct, a situational/contextual
phenomenon, and as being dynamic.
Explain each of these descriptors.
• Receiver-based:
   • credibility is a perceptual
   • it does not reside in the source
   • different people perceive different
     indivduals’ credibility differently
• Multidimensional
   • Credibility represents a composite
     of several characteristics that
     receivers perceive in a source
Question 2 continued

• Situational/contextual
   • Credibility changes are you move
     from one context to another
• dynamic
   • Credibility can change over time
   • It fluctuates from audience to
     audience, situation to situation
3) Explain the primary dimensions of

• Expertise (competence or
   • Knowing your material or
     appearing to know it
• Trustworthiness (character, safety,
  goodwill, personal integrity)
   • Appears honest
   • Appears to have your best interests
     at heart
4) Explain the secondary dimensions of

• Extroversion (dynamism)
   • Maintain the appropriate level of
      energy to the situation
• Composure
   • Source remains calm, cool, collected
• Sociability
   • Friendliness or likeability
• Inspiring
   • How enthusiastic or energetic the
      source makes others
5) Describe the absolute sleeper effect and
the relative sleeper effect.

• First: persuasive messages fade as
  time passes
• A message from a low credibility
  source may increase in
  persuasiveness as time passes
• Absolute sleeper effect
• Relative sleeper effect
• This phenomenon is inconsistent
  and not well understood
6) Discuss at least three of the nine strategies
you can use to enhance your credibility.
Include analysis of the types of listener or
audience each would be effective for.
1.   Be prepared
2.   Cite evidence and identify your sources
3.   Explain your background and expertise
4.   Attempt to build trust by showing you have
     the receivers’ best interest at heart
5.   Appropriate language and delivery
6.   Be assertive
7.   Emphasize your similarities to the receivers
8.   Increase receiver involvement
9.   Have another credible source introduce your
     or endorse you
7) Explain the two basic types of strategies
used in restoring an institution’s credibility.

• Excuses
    • Lessen responsibility
• Justification
    • The act wasn’t that bad
8) Explain impression management theory.

• Seeks to explain how people work
  to project a positive self-image
• Want to be perceived as credible
• Engaging in impression
  management is persuasion
• May include facework (negotiating
  social standing with others)

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