Source credibility is a key factor that can impact whether audiences believe a proposition, while trust is a key factor that can influence a person’s willingness to act on advice. In this blog post, I’ll discuss the historical use of source credibility in persuasion, present a humorous example of how the tobacco industry abused credibility appeals from 1920-1950, and finally, discuss why online credibility is important in the design of online outreach campaigns.
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