ἦθος (ethos)- is Aristotle’s theory of character and how the character and credibility of a speaker can influence an audience to consider him/her to be believable— there being three qualities that contribute to a credible ethos: perceived intelligence, virtuous character, and goodwill.
THE SIGNIFICANCE OF ETHICS AND ETHICS EDUCATION
ETHICS LAWSUIT FILED AGAINST PRESIDENT TRUMP
BOB WOODWARD TALKS TO PRESIDENT TRUMP
CREATING ETHICAL CULTURES IN BUSINESS