Chapter 11 Flashcards
0
Q
Expertise
A
The skill possessed by a source as related to the communications topic, perceived knowledge and experience
1
Q
Internalization
A
Occurs when the receiver accepts the sources position on an issue as his or her own
2
Q
Trustworthiness
A
Perceived honesty, integrity, and believability of a source
3
Q
Attractiveness
A
Consists of three related dimensions: familiarity, similarity, and liking.
4
Q
Psychological reactants
A
Helps explain why scarcity works
5
Q
Comparative advantage
A
The practice in which advertisers directly or indirectly compare their product against competitive offerings and claim superiority
