Research on persuasion suggests that attitude change is encouraged when the communicator is an expert on the topic.

Question

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Research has consistently shown that when the communicator is perceived as an expert on the topic, it enhances the effectiveness of persuasion and encourages attitude change. This is known as the source credibility effect. When people believe that the communicator has the relevant knowledge, experience, or expertise on the topic, they are more likely to trust the message and be convinced by it.

Research on Persuasion Suggests That Attitude Change Is Encouraged When