Social Psycholog8 - Social Psychology Elements of...

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Social Psychology Elements of Persuasion People often try to change others’ attitudes through persuasion. There are four elements involved in persuasion: the source, the receiver, the message, and the channel. The Source The person who sends a communication is called the source. Persuasion is most successful when a source is both likable and credible. Credible sources are those that are trustworthy or that have expertise. An expert source is particularly likely to increase persuasion when a communication is ambiguous. Sources are considered less trustworthy if they seem to have a vested interest in persuading people. On the other hand, sources seem more trustworthy if they provide counterarguments for their position. The Message A message is the content of a piece of communication. Some messages are more persuasive than others: Messages that provide both arguments and counterarguments for a position are more persuasive than one-sided messages.
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