You Can't Keep A Good Man Down

Credibility may be one of the most important elements in communication but it does not always have the sustained influence in terms of persuasion the speaker might desire. High credibility sources have more change effect than low credibility sources. Brands can generate meanings in the minds of target customers. Sponsors are impressed by value associations. Maximum change comes from high credibility sources showing things like leniency. Differences do diminish over time. A high credibility source can lose ground to a low credibility source. The sleeper effect can be important in the process of attitude change. There is a tendency for listeners in an audience to dissociate source from message. The message may be remembered regardless of source. Message effectiveness is determined by appropriateness to audience. Audience research into values and lifestyles can pay rewards to the speaker. There are commercially available segmentation classifications.