Psychology and communication studies can help conservators to examine the impact of gender, the expectations of others and the components of credibility. A small selections of theories from psychology are used to analyse the way that people expect others to communicate and the impact on situations where expectations are breached. The research suggests that conservators can improve their persuasiveness by increasing their understanding of the views of those that they try to influence. In addition the conservator can critically assess their own behaviour and consider if it is likely to have a positive or negative outcome. Being aware of some of the issues that affect persuasiveness allows the conservator to analyse puzzling responses and gives them the opportunity, if they choose it, to adapt their image or style.