One of the Key Characteristics of a Source Is Credibility

question 52

Essay

One of the key characteristics of a source is credibility. What is source credibility and how can it affect attitude change?

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Definitions:

Numeraire

A standard unit of account in which prices and values are expressed; it serves as a measure for comparing the worth of goods or services.

Endowed

Provided with a quality, ability, or asset.

Perfect Substitutes

Goods that can be used in place of each other with no loss of utility by the consumer.

Perfect Complements

Goods that are always used together in fixed proportions, where an increase in demand for one leads to a corresponding increase in demand for the other.