"He didn't look me in the eye. I just couldn't trust him." What makes someone credible? According to the research, competence, trustworthiness and dynamism are the three main components that make up credibility. Competence is defined as the communicator's knowledge and expertise about the communication. Trustworthiness is a measure of the communicator's honesty and sincerity. Dynamism is a person's energy and confidence in communicating. Nonverbal communication is vital to competence, trustworthiness and dynamism because these qualities are rarely stated directly. For example, people rarely say, "I am competent" or "I am trustworthy."
THE IMPORTANCE OF EYE BEHAVIOR AND EYE CONTACT
The most noticeable nonverbal behavior that affects credibility is eye behavior and eye contact. Like the old saying, "Eyes are your window to the world," eyes can be the window to credibility. Studies on eye contact and its effect on communication and credibility find that maintaining a steady gaze while communicating is beneficial to credibility, and conversely, averting eye contact is detrimental to credibility. Eye contact studies have produced information about the effect of eye contact on the three components of credibility. In tests where these three components were isolated, eye behaviors had little effect on dynamism. The competence and trustworthiness categories, however, produced a significant link.
When volunteers were asked to rate the competence of communicators with low eye contact and with high eye contact, the competence ratings were significantly higher for the subjects who exhibited high eye contact with the audience. The same test produced the same results in measuring trustworthiness of those with low eye contact and high eye contact.
