Ethos refers to the credibility, authority, and trustworthiness of a speaker or writer. It is one of the three rhetorical appeals in classical rhetoric, along with logos (logic) and pathos (emotion). Ethos is crucial in persuasive communication as it helps establish the speaker's character and expertise, making the audience more likely to trust and believe the message being conveyed. Researchers in the field of ethos study how communicators establish and maintain credibility, how they can influence audience perceptions, and how ethos can be used effectively in various communication contexts. This area of research often intersects with disciplines such as communication, rhetoric, and persuasion studies.