How liking can be a powerful influence technique

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Participation Assignment

In this week's reading assignment, Gass and Seiter spend much of their time talking about what persuasion researchers call "source credibility." In Cialdini's book, one of his chapters that is assigned for this week is titled "Authority."

(1) Are the two concepts, "Source Credibility" and "Authority," referring to the same idea? Why or why not?

(2) Would a source that is perceived as an authority (Cialdini's definition), always be perceived as possessing one or more of the components of source credibility? Why or why not?

Bonus: Cialdini also talks about how "liking" can be a powerful influence technique. Is "liking" a part of "source credibility?" Why or why not?

Reference no: EM134020269

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