2) Confidence - Building
Trust me!
The trustworthiness of a persuader can be categorized into 3 groups:
- expert: informed, competent, wise; person of good judgement and good sense
- sincere: truthful, open, honest; a person of integrity and good moral character
- benevolent: a friend, an ally; a person with your interest in mind
Aristotle: establishing an ethos (building confidence) = most effective way to persuade