The message source is a key component of persuasion, as the credibility and likability of the source can greatly impact the persuasiveness of the message. A credible source is more likely to persuade others, as they are perceived as knowledgeable and trustworthy. On the other hand, a source that is not credible may not be as effective in getting others to accept their message.
Example: A doctor endorsing a particular brand of medication is likely to be more persuasive than a celebrity without any medical expertise endorsing the same product.
The halo effect is a cognitive bias in which people tend to perceive someone who is attractive, successful, or likable in one area as having positive qualities in other areas as well. This can influence the persuasiveness of the message, as people may be more likely to be swayed by a message delivered by someone they admire or find appealing.
Example: A popular athlete endorsing a sports drink may lead consumers to believe that the product will improve their performance, even if there is limited evidence to support this claim.
Discuss Components of persuasion and provide practical examples
1. Who:message source
Credible or not
Halo effect
1 answer
1 answer