Factor 1

• What is Factor 1?

  Communicator
• Credibility


  ·          A communicator is more persuasive when they are perceived as credible

  ·         An individual is perceived as more credible when they are seen as an expert

  ·         Credibility also comes from personal experience.

  ·         Credibility is enhanced if the individual is seen to be trustworthy
• Attractiveness

  ·         communicators who are physically attractive are more persuasive than less attractive communicators

  ·         This may be due to a cognitive bias known as the halo effect

  ·         We assume that attractive people have desirable qualities such as knowledge or intelligence.