Glossary
Credible source
What is a credible source as a behavior change technique?
Credible source is a behavior change technique that presents information or recommendations from a person or organization perceived as expert, trustworthy, or authoritative. The intent is to support the message through its source; the resulting influence can vary.
Source Credibility: Expertise and Trustworthiness
BCT 9.1 specifies a communication supporting or opposing a behavior from a credible source. The audience’s view of the source’s knowledge and trustworthiness matters. The taxonomy does not establish that a physician always persuades more effectively than another messenger.
Applied example
A campaign could ask a lung surgeon to explain a health recommendation. To test the effect of the messenger, compare the same message and format delivered by different sources. Changing the images, medium, and speaker at once would make the cause of any difference unclear.
Why it matters
Who says it can matter, but a source’s credibility depends on the audience and topic. A title alone does not show that the message is accurate or will persuade the people hearing it.
Sources and further reading
BCT Taxonomy v1 supplies a standardized definition. Inclusion in the taxonomy does not establish the effectiveness of a particular application.