Zusammenfassung
Überzeugen ist neben anderen Funktionen (wie z. B. Informieren, Beschreiben) eine häufige Zielsetzung der Kommunikation. Um eine überzeugende Kommunikation zu bewirken, stehen unterschiedliche Ansätze zur Verfügung. Eine Kommunikation kann beispielsweise allein deshalb überzeugend wirken, weil der Sender als Mitglied einer sozialen Gruppe wahrgenommen wird, welcher der Empfänger der Botschaft angehört oder angehören will. Dieser Beitrag analysiert nicht alle diese möglichen Aspekte, die zur Überzeugung des Empfängers verwendet werden können, sondern hat den Fokus auf das Überzeugen durch Glaubwürdigkeit. Hierbei soll aufgezeigt werden, dass die Überzeugungswirkung einer Kommunikation von Merkmalen des Senders, des Empfängers, der Botschaft und des Kontextes der Kommunikation beeinflusst wird. Anschauliche Beispiele illustrieren den praktischen Nutzen der dargestellten Befunde. Insgesamt soll deutlich werden, was unter Glaubwürdigkeit zu verstehen ist und welche Auswirkungen glaubwürdige Kommunikation in unterschiedlichen Kontexten haben kann.
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Becker, F., von Rosenstiel, L., Spörrle, M. (2007). Persuasion durch Glaubwürdigkeit. In: Moser, K. (eds) Wirtschaftspsychologie. Springer-Lehrbuch. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-71637-2_5
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