Persuasion 2

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Promotion for alcohol and tobacco products employ the peripheral route because they wish to draw attention away from the possible negative effects that they are, in reality, associated with. To truly understand the effects of persuasion it is necessary to break the act down to its smaller components. The for elements of persuasion are 1.) The communicator, 2.) The message content, 3.) How it is communicated, and 4.) The receiver of the message. The content of the message is important but also whoever gives the message has an effect on people¹s acceptance of it. The major determinant of the communicator¹s success are his/her perceived credibility and attractiveness. Credibility, or believability isdetermined by the communicator¹s appearance as an expert or as someone who can betrusted. Expertise is established when the communicator is introduced as someone who has a great deal of knowledge concerning the topic of conversation. When the communicator relays viewpoints that are identical ...

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between the message and receiver opinion often effects whether persuasion occurs. A credible communicator is most effective when arguing an extreme position and someone who is not viewed as credible is best off giving a viewpoint where there is a moderate discrepancy. Communicators must decide whether to put forth a one-sided or two-sided appeal. One-sided appeals work best with those who already agree. Two-sided appeals work be Also message acceptance is effected by when it is heard and when the argument against that message is heard. Primacy affect states ³Other things being equal, information presented first usually has the most influence.²(1) The primacy effect works only ...

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