Chapter 6:Source, Message, and Channel Factors Flashcards
Pursuasion matrix
communication planning model that demonstrate the relationship betweenthe communication components and the response process
direct source
spokesperson who delivers a message or endorses a product or service
milk processor education program
indirect source
model that draws attention or enhances the appearance of the ad
a model posing for an ad
credibility
recipent trusts the source to give unbiased, objective information
comes from internalization
internalization
the reciever adopts an opinion from a credible source
sleeper effect
original low-credibility transforms into high-credibility over time
attractiveness
emcompasses similarity, familiarity, and likability
leads to pursuasion through identification
(1) similarity
(2) familiarity
(3) likability
(1) resemblance between source and receiver
(2) knowledge of the source through exposure
(3) affection for the source
identification
receiver seeks similar beliefs as the source
stopping power
the ability to draw attention in a cluttered media environment
source power
a source contains perceived control, perceived concern, & perceived scrutiny
influences through compliance process
compliance
the receiver accepts the pursuasiveness influence of the source
primacy effect
information presented first is most effective
recency effect
arguments presented last are most effective
one-sided message
mentions only positive attributes
