credibility

n. In persuasion, an important factor is the credibility of the source of a message. Trustworthiness and expertise are associated with a source's credibility, such that trustworthy (i.e., honest) and expert (i.e., knowledgeable) sources are seen as credible. Source credibility can play multiple roles in persuasion. When people are not thinking carefully, credibility information can act as a shortcut or simple cue to make quick judgments (e.g., "experts are right"). When individuals’ level of thought is not constrained, credibility information can affect the amount of thought people devote to the message. When thinking is high, credibility information can be used as an argument or bias processing of the message (i.e., causing people to search for thoughts consistent with the source's position). If thinking is high and credibility information follows the message, it can affect the amount of confidence people have in their thoughts about the message.                                   

- kd