Appeal credible to listen to, be unbiased, and intelligent.
* When:
* Describes first-hand experience
* Knows someone who has experienced the topic
* Is able to cite experts
* Sounds well-informed
* Knows the latest facts and information
* Is able to predict new approaches, ways of thinking, or trends
* (the appeal of the author’s character or ethics)
* Authority/Credibility/Trustworthiness/
* Likeable/Respectable