Ethos- Establishing Persuader Credibility

Front 1

Four initial attributions that lead to credibility

Back 1

Knowledgeability, Skillfulness, Passion, Compassion

Front 2

Two intermediate attributions that lead to credibility

Back 2

Expertise, Trustworthiness

Front 3

Means and cautions for establishing knowledgeable expertise through authority cues

Back 3

--Indicators of knowledgeability – authority on the subject or topic of persuasion (knowing what to say)
o Credentials indicating education, experience, or expertise
o Referrals or introductions from others with recognized credentials
o Useful and insightful information
o Identification of credible information sources Caveat emptor! – stature, pseudo-titles, and status symbols can be substitutes for real knowledge

Front 4

Means and cautions for establishing skillful expertise through articulation cues

Back 4

Indicators of skillfulness – ability to articulate the subject or topic of persuasion (knowing how to say it)
o Stimulate and hold others’ attention with relevance and benefits
o Receiver-oriented language that generates meaningful understanding
o Extemporaneous verbal delivery style – not memorized, manuscripted, or impromptu
o Nonverbal confidence and poise in vocalics, kinesics, and oculesics
o Professional appearance and adept use of high quality visual aids

Front 5

Means and cautions for establishing passionate trustworthiness through authenticity cues

Back 5

Indicators of passion – revealing authentic feelings for the subject or topic of persuasion through self-disclosure (caring about what is being said)
o Personal chronicles – stories of unique lived experiences
o Personal confessionals – episodes of embarrassing mistakes
o Personal convictions – accounts of applied beliefs and values
o Nonverbal enthusiasm and expressiveness in vocalics, kinesics, and oculesics

Front 6

Means and cautions for establishing compassionate trustworthiness through attraction cues

Back 6

Indicators of compassion – exuding genuine concern for the welfare of the persuadee (caring about who it is being said to)

➢ Caveat emptor! – persuaders seek to induce liking or invoke esteem because we trust those we like, or want to be like
o Attractiveness – good looks and sex appeal
o Friendships – obligations to maintain cordial relationships
o Friendliness – smiling attentiveness, courtesy, and charm
o Praise – compliments, accolades, and flattery
o Similarity – common backgrounds, activities, values, and friends
o Humor – amusing wit and jokes at personal expense
o Esteem – “halo” effect and desire for identification: