PERSUASION

Persuasion

Persuasion

The guiding question of who says what to whom in what way with what effect has largely determined what factors researchers look to in explaining and predicting persuasion. These factors fall into four general classes: source or communicator variables, message variables, channel variables, and receiver variables. Reflecting two decades of research on social cognition, studies of the effects of these variables on persuasion investigate how these factors affect persuasion by shaping the way in which people process information in the persuasion context (Sobrero, 2007). Indeed, the term process reflects the computer analogy often used to capture the manner in which people ...