Gaining trust as well as respect in communicating to motivated audiences about science topics.

@article{Fiske2014GainingTA,
  title={Gaining trust as well as respect in communicating to motivated audiences about science topics.},
  author={Susan T. Fiske and Cydney H. Dupree},
  journal={Proceedings of the National Academy of Sciences of the United States of America},
  year={2014},
  volume={111 Suppl 4},
  pages={13593-7}
}
Expertise is a prerequisite for communicator credibility, entailing the knowledge and ability to be accurate. Trust also is essential to communicator credibility. Audiences view trustworthiness as the motivation to be truthful. Identifying whom to trust follows systematic principles. People decide quickly another's apparent intent: Who is friend or foe, on their side or not, or a cooperator or competitor. Those seemingly on their side are deemed warm (friendly, trustworthy). People then decide… CONTINUE READING
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