Expertise
The expertise dimension of source credibility means that highly credible sources are perceived as having knowledge and especially experience regarding the topic they address and therefore are credible. Hillary Clinton expressed this in a 2008 run for the presidency, but then regained it as she handled the corrupt and twisted foreign policies and foreign leaders around the world as Secretary of common sense makes sense because we tend to put more store in ideas and advice on gourmet cooking---Emeril or the cook at the local cafe ? the clustering of words such as “ competent” “experienced,” and “professional” relate to the expertise dimension and have been verified by experiments in which a variety of groups listened to the same audio tape of a speaker giving the same speech. The speaker was introduced to some of the group at the surgeon general while to other the speaker was introduced as a college senior. The listeners found the “expert” much more credible than the nonexpert. This same kind of respect and credibility applies to a person’s media literacy as seen in Box 9.2. When President Bush said that a person could look for maps on “The Google” during a 2007 CNBC news interview, he betrayed his lack of media literacy by putting the word “the” in front of “Google” and thus embarrassed himself and members of his staff and probably lost some credibility as well. Many advertisements use expert testimony from doctors, financial advisors, and scientists because they are deemed to be credible, and consumers feel that they can rely on these experts’ advice. Over 35 years ago, researchers reported that three believability factors emerging from audience-generated words describing credible sources were safety, qualification, and dynamism ( Berlo, Lemmert, and Davis, 1969) . Qualification is similar to expertise. This dimension seems to be one of the more stable factors in determining whether we believe someone.
ความเชี่ยวชาญThe expertise dimension of source credibility means that highly credible sources are perceived as having knowledge and especially experience regarding the topic they address and therefore are credible. Hillary Clinton expressed this in a 2008 run for the presidency, but then regained it as she handled the corrupt and twisted foreign policies and foreign leaders around the world as Secretary of common sense makes sense because we tend to put more store in ideas and advice on gourmet cooking---Emeril or the cook at the local cafe ? the clustering of words such as “ competent” “experienced,” and “professional” relate to the expertise dimension and have been verified by experiments in which a variety of groups listened to the same audio tape of a speaker giving the same speech. The speaker was introduced to some of the group at the surgeon general while to other the speaker was introduced as a college senior. The listeners found the “expert” much more credible than the nonexpert. This same kind of respect and credibility applies to a person’s media literacy as seen in Box 9.2. When President Bush said that a person could look for maps on “The Google” during a 2007 CNBC news interview, he betrayed his lack of media literacy by putting the word “the” in front of “Google” and thus embarrassed himself and members of his staff and probably lost some credibility as well. Many advertisements use expert testimony from doctors, financial advisors, and scientists because they are deemed to be credible, and consumers feel that they can rely on these experts’ advice. Over 35 years ago, researchers reported that three believability factors emerging from audience-generated words describing credible sources were safety, qualification, and dynamism ( Berlo, Lemmert, and Davis, 1969) . Qualification is similar to expertise. This dimension seems to be one of the more stable factors in determining whether we believe someone.
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