A considerable amount of psychological research lays behind the concepts in The Credibility Pyramid. Some of this research is highlighted here.
Showing that there is common ground between a speaker and the audience is a fundamental way of increasing your credibility as a speaker, according to one review of research on communication. Tubbs, S. L., and Moss, S., Human Communication, (1994), McGraw-Hill, 313-314.
Studies on the communication of risk have consistently shown that showing care and concern for the audience is a significant contributor to perceptions of trust and credibility. Covello, V., et al, Risk Communication, (1997) 17, 43-54.
Research from the late 1908s shows that when we use everyday, enthusiastic, and vivid language we are perceived as better communicators. Collins, R., Journal of Experimental Social Psychology, (1988) 24, 1-18.
Explicitly stating your key message, rather than implying things from a vast array of material, is supported by research on the impact of being direct with your audience. Tubbs, S., Speech Monographs, (1968) 14-18.
Research in the mid-1960s showed that the knowledge status of individuals varies according to the audience. How the audience perceives an individual’s command of a subject is directly related to how much they believe that person. McCroskey, J., Quarterly Journal of Speech, (1969) 55, 169-167.
Evidence for the value of providing images, rather than text-based material, comes from several pieces of research. These show that image based representations of facts and ideas have greater functional value than what are known as ‘propositional’ (list-based) representations. Eysenck, M. W., and Keane, M. T., Cognitive Psychology: A student’s handbook, (2000), Psychology Press, 261-262.