Credibility: Competence or misplaced confidence.

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 CirimeleCommunication Studies 449Dr. Christina Derme What is Credibility?Judgments made by a perceiver concerning believability of a communicator. (OKeefe, 1990)Gass & Seiter say also believability of an institution Credibility is multidimensional AKA not just one thing makes someone credible

?Lets clear this up withan example WHAT MAKES SOMEONE SMART?

ARTICULACYKNOWLEDGE ON MANY TOPICSCOMMON SENSE/ STREET SMARTSGOOD GRADES/ GPAWE 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 constructAKA Credibility is in the eye of the beholder (perceiver that is.)

You DecideFirst things first. Primary DimensionsExperience/ InexperienceInformed/ UninformedQualified/ UnqualifiedCompetent/ IncompetentBright/ StupidExpert/ Inexpert

Expertise

TrustworthinessHonest/DishonestFair/ UnfairGenuine/ PhonyEthical/ UnethicalOpen-minded/ Closed-minded

GoodwillCares/ Doesnt CareAbout MeSelf- Centered/Not Self-CenteredSensitive/ InsensitiveUnderstanding/Not UnderstandingHas/ Does not have My Best Interest at HeartWhat Else Matters?Secondary Dimensions

EXTROVERSIONTimid/ BoldVerbal/ QuietMeek/ AggressiveTalkative/ Silent

ComposurePoised/ NervousRelaxed/ TenseCalm/ AnxiousExcitable/ Composed

SociabilityHonest/ DishonestSelfish/UnselfishHigh Character/Low CharacterJim 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 jim koch 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 yearBRIGHT, 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 & HandsONHAS CUSTOMERS BEST INTEREST AT HEART, CARES ABOUT CUSTOMER JIM KOCH CONTINUEDEXTROVERSION:Smiles, is candidly verbal, very outgoing, seems approachableVERBAL, TALKATIVE, BOLD, AGGRESSIVE

COMPOSURE:Seems confident, speaks firmly but sincerely, body language is relaxedPOISED, RELAXED, CALM, COMPOSED

SOCIABILITY:Facts support statements, wants quality for the consumer, appears genuine and friendlyHONEST, HIGH CHARACTER

Is Jim Koch a CREDIBLE spokesperson for Samuel Adams Brewery?

YES!He has:EXPERTISETRUSTWORTHINESSGOODWILLEXTROVERSIONCOMPOSURESOCIABILITY!

Ronnie Ortiz- Magro Reality TV Star on the MTV show Jersey ShoreSpokesperson 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 steroidsDISHONEST, UNTRUSTWORTHY, PHONY

GOODWILL: Never claims any interest in helping others or advocating for a healthy lifestyleDOES NOT CARE ABOUT CONSUMER, NO INTEREST AT HEART

Ronnie continuedEXTROVERSIONNicky 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

COMPOSUREHe hesitates and has to try to remember script, very fake and stiffNERVOUS, TENSE, ANXIOUS, EXCITABLE.

SOCIABILITYHe 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:EXPERTISETRUSTWORTHINESSGOODWILLEXTROVERSIONCOMPOSURESOCIABILITYDO YOU AGREE OR DISAGREE?

LETS DISCUSSDID JIMS AD MAKE YOU WANT A BEER? A BOSTON LAGER IN PARTICULAR?

DID RONNIES 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?The End