How we change what others think, feel, believe and do
A credible source of information makes for quicker and firmer decisions.
A credible person is expert (experienced, qualified, intelligent, skilled) and trustworthy (honest, fair, unselfish, caring). Charisma can increase credibility. Charismatic people, in addition to credible, are extroverted, composed and sociable.
Credibility is context-dependent, and an expert in one situation may be incompetent in another. It is also a cue that is used in selecting the peripheral route to decision-making.
Credibility-enhancing actions include:
Language that reduces credibility includes:
Build your credibility before persuading. Understand what builds and destroys it. Protect it like a baby, because once lost it can be impossible to recover. Use it to gain commitment without having to argue your case.
When you are making a big decision, be careful to examine the real credibility of your advisors, including what they stand to gain from your decision.
And the big