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Sagot :
True statement are (b) the stronger the perceived qualifications and expertise on the subject matter, the lower the credibility.
A term frequently used to suggest a communicator's favorable traits that influence the receiver's acceptance of a message is source credibility. Beginning in the 20th century, academic research on this subject received special attention during World War II, when the US government sought to use propaganda to sway public opinion in favor of the war effort. In the 1940s, psychologist Carl Haviland and his associates conducted experimental studies at the War Department before continuing their research there at Yale University.
As part of their theories of persuasion and social judgment, they built on the work of researchers in the first half of the 20th century who had created a Source-Message-Channel-Receiver model of communication. They did this in collaboration with Muzafer Sherif (Muzaffer erif Başolu).
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