Page 43 - Management Theory 2023-2024 Edition

www.pharmacyexam.com Krisman

Credibility is defined as an element that influences people’s thinking and behavior. People are influenced more
by those whom they believe are credible. For example, a speech on diabetes-related issues conducted by a
pharmacy student and diabetic-expert practitioner - the audience will be more influenced by the speech of the
practitioner over the pharmacy student because of his credibility.

Perceived Credibility Is Influenced By Three Major Factors:

1. A Safety or Trustworthiness Element
2. An Expertness or Qualification Element
3. A Personal or Dynamism Element

1. A Safety or Trustworthiness Element: The trustworthiness factor is associated with worth, friendliness,
and sociability that enhances the perception of an individual being “safe” to talk. For example, if
a pharmacist is friendly and trustworthy, patients may also seek non-health related advises such as
home mortgage finance, choosing the right college or buying a car.

2. An Expertness or Qualification Element: The expertness factor assures the receiver that the sender has
sufficient background knowledge and experience about a topic. For example, the audience may not be
influenced by the speech of the pharmacist on heart-related surgery since it is not his expertise.

3. A Personal or Dynamism Element: The personal dynamism factor may influence the receiver by the
sender’s overall personality and characteristics.

Nonverbal Communication And Its Elements

The process of interpersonal communication involves both verbal and nonverbal expressions. Nonverbal
communication involves different types of behaviors, psychological responses, and environmental interactions
through which we consciously or unconsciously relate to another person.

Nonverbal communication is important for two reasons.

1. It mirrors the innermost thoughts and feelings of the sender.
2. Unlike verbal communication, it is difficult to “fake.”

There are few important elements of nonverbal communication. These are:

1. Kinesics (body movement)
2. Proxemics (distance between communicators)
4. Physical Environment
5. Distracting Nonverbal Components

1. Kinesics (Body Movement): The manner in which one uses his arms, legs, hands, head, or face may have
a dramatic effect on the message he sends. Handshaking is a perfect example of kinesics. By
handshaking with another person, a sender is passing a nonverbal message of friendship to the receiver.
This is really important when health care provider serving to patients. A patient sometimes feels shy or
uncomfortable about disclosing or sharing certain information with pharmacists or prescribers and at
that time kinesics plays an important role. How one generates the feeling of empathy and creating
comfort zone should be the key to dealing with such patients.

145