Messages delivered by attractive or popular sources can potentially achieve higher attention and recall. What is important is the spokesperson's credibility. Source credibility consists of trustworthiness, likability, and ________.

Question

Quizplus · Accepted Answer

The third component of source credibility is expertise, not reputation, experience, age, or celebrity status. Trustworthiness and likability are also crucial factors, but expertise is particularly important when it comes to promoting products or services that require some level of technical or specialized knowledge. A well-respected expert or authority figure can enhance the persuasiveness of a message, even if they are not particularly attractive or popular.

Messages Delivered by Attractive or Popular Sources Can Potentially Achieve