Credibility: Competence or misplaced confidence. A look into the spokesperson credibility of Jim Koch of Samuel Adams Brewery and Ronnie Ortiz-Magro of Jersey Shore. Bianca Cirimele Communication Studies 449 Dr. Christina Derme
What is Credibility? • “Judgments made by a perceiver concerning believability of a communicator.” (O’Keefe, 1990) • Gass & Seiter say also believability of an institution • Credibility is multidimensional… • AKA not just one thing makes someone credible ?
Let’s clear this up withan example • WHAT MAKES SOMEONE SMART? • ARTICULACY • KNOWLEDGE ON MANY TOPICS • COMMON SENSE/ STREET SMARTS • GOOD GRADES/ GPA • WE COULD GO ON FOREVER… • CREDIBILITY WORKS THE SAME WAY… THERE ARE MANY PIECES TO THE PUZZLE
Who decides who is credible? • Credibility is a “receiver-based construct” • AKA Credibility is in the eye of the beholder (perceiver that is.) You Decide
First things first. Primary Dimensions Experience/ Inexperience Qualified/ Unqualified Informed/ Uninformed Expertise Bright/ Stupid Expert/ Inexpert Competent/ Incompetent
Genuine/ Phony Honest/Dishonest Fair/ Unfair Ethical/ Unethical Trustworthiness Open-minded/ Closed-minded
Has/ Does not have My Best Interest at Heart Understanding/ Not Understanding Sensitive/ Insensitive Cares/ Doesn’t Care About Me Self- Centered/ Not Self-Centered Goodwill
What Else Matters? Secondary Dimensions Timid/ Bold Verbal/ Quiet EXTROVERSION Meek/ Aggressive Talkative/ Silent
Poised/ Nervous Relaxed/ Tense Calm/ Anxious Excitable/ Composed Composure
Honest/ Dishonest Selfish/Unselfish Sociability High Character/ Low Character
Jim Koch Founder of Samuel Adams Brewery Spokesperson for “For the Love of Beer” Television Advertisement. Is he credible according to what we just learned?
IS jimkoch credible on this topic? Expertise: He started the company INFORMED, EXPERIENCED, TRAINED, & QUALIFIED Business Week Called him an entrepreneur INC Magazine named him an entrepreneur of the year… BRIGHT, INTELLIGENT, AND COMPETENT Trustworthiness: The company website, his family, and employees confirm his story & claims in Ad HONEST, GENUINE, TRUSTWORTHY Good Will: Company Policy guarantees freshness and satisfaction, and wants you to “take pride in your beer” donates to Leary Firefighters & HandsON HAS CUSTOMER’S BEST INTEREST AT HEART, CARES ABOUT CUSTOMER
JIM KOCH CONTINUED… EXTROVERSION: Smiles, is candidly verbal, very outgoing, seems approachable VERBAL, TALKATIVE, BOLD, AGGRESSIVE COMPOSURE: Seems confident, speaks firmly but sincerely, body language is relaxed POISED, RELAXED, CALM, COMPOSED SOCIABILITY: Facts support statements, wants quality for the consumer, appears genuine and friendly HONEST, HIGH CHARACTER
YES! He has: EXPERTISE TRUSTWORTHINESS GOODWILL EXTROVERSION COMPOSURE SOCIABILITY!
Ronnie Ortiz- Magro Reality TV Star on the MTV show Jersey Shore Spokesperson for the weight loss drug Xenadrine Is he credible according to what we just learned?
Is Ronnie a CREDIBLE spokesperson for Xenadrine? EXPERTISE: Does not have any medical experience/ health training, had no part in making of product. INEXPERIENCED, UNQUALIFIED, INEXPERT, INCOMPETENT TRUSTWORTHINESS: Only person in ad who claimed to take it but did not disclose results, accused of taking steroids DISHONEST, UNTRUSTWORTHY, PHONY GOODWILL: Never claims any interest in helping others or advocating for a healthy lifestyle DOES NOT CARE ABOUT CONSUMER, NO INTEREST AT HEART
Ronnie continued… EXTROVERSION Nicky Papers (a marketing professional from NY) Says the ad is “pathetic to watch from an audience perspective.” He is nervous when speaking but fronts confidence. AGGRESSIVE BUT POOR SPEAKER COMPOSURE He hesitates and has to try to remember script, very fake and stiff NERVOUS, TENSE, ANXIOUS, EXCITABLE. SOCIABILITY He lies by omission by not disclosing his own results, only does the ad for money, and is generally seen as having a low character by general public (forums on yahoo.com) DISHONEST, SELFISH, LOW CHARACTER.
IS RONNIE A CREDIBLE SPOKESPERSON FOR XENADRINE WEIGHT LOSS MEDICATION?
NO! HE DOES NOT HAVE: EXPERTISE TRUSTWORTHINESS GOODWILL EXTROVERSION COMPOSURE SOCIABILITY
DO YOU AGREE OR DISAGREE? LET’S DISCUSS
DID JIM’S AD MAKE YOU WANT A BEER? A BOSTON LAGER IN PARTICULAR? DID RONNIE’S AD MAKE YOU THINK POSITIVELY OR NEGATIVELY ABOUT THE COMPANY HE ENDORSED? WHAT COULD HAVE BEEN DONE DIFFERENTLY? WHO WOULD HAVE BEEN A BETTER SPOKESPERSON?