Chapter_7_Power_Point

Who says the communicator credibility perceived

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Unformatted text preview: message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it What Are the Elements of Persuasion? Who Says? The Communicator Credibility Perceived expertise Speak confidently Perceived trustworthiness Eye contact Arguing against own self- interest Speak quickly What Are the Elements of Persuasion? Who Says? The Communicator Attractiveness and liking Physical attractiveness Similarity What Are the Elements of Persuasion? What Is Said? The Message Content Reason versus emotion Effect of good feelings Effect of arousing fear Discrepancy Depends on the communicator’s credibility What Are the Elements of Persuasion? What Is Said? The Message Content One- sided versus two- sided appeals Which one is more effective? Depends on whether the audience already agrees with...
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