It is referred to as ethos.
What current experts of persuasion call credibility, Aristotle called ethos. Competence and character are the two most significant aspects influencing a persuasive speaker's credibility.
Ethos is an essential topic in human communication analysis because it allows academics to discover methods in persuasive speeches.
In Greek, ethos means "custom" or "character." It originally meant to a man's character or personality, particularly in its balance of passion and caution, as defined by Aristotle. Nowadays, ethos refers to the behaviors or ideals that set one individual, organization, or society apart from others.
Therefore, the answer is ethos.
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