Credibility referent specification identifies the source, audience, issue, and time frame behind a judgment. One executive, senior leadership, and an organization are different targets. Defining the referent prevents a credibility score from implying that expertise or trust transfers unchanged across people, topics, or circumstances.
- Entry typeKey concept
- CategoryMeasurement & Assessment Instruments
- DomainPersuasion & Argument
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Measurement & Assessment Instruments
Produces measures, scores, profiles or assessments through defined items, observations or measurement rules. The entry identifies what is measured and the conditions governing interpretation.