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Persuasion: Who, What, To Whom

“As we explore persuasion, we can divide the persuasive communication into three parts: the communicator, the message, and the audience. First, we will deal with what characteristics of persuaders make people more likely to be persuaded. Next, we will think about characteristics of the message that lead people to change. Finally, we will explore what characteristics of the audience can lead them to be persuaded.” (Feenstra, 2011, p. 88).

For your assignment this week, provide an in-depth analysis of the three parts of persuasion. Please reference the bullet points below to complete your assignment.  

Who – Describe the Characteristics of the Persuader. What influences our ability to become persuaded by someone? What specific characteristics must this person possess? Be sure to address the impact of credibility, physical attractiveness and likeability in your response. Why do we respond well to those possessing such characteristics? Would we respond the same to an unattractive, angry, non-credible person? Why not?

What – Discuss the Characteristics of the Message: What types of attributes are inherent in persuasive messages? How are we influenced by the emotion, framing, messages, narratives and rational appeals in the messaging we receive? What is the significance of the sleeper effect?

To Whom – Examine the Characteristics of the Audience. Why do different audiences perceive messages in different ways? What is the role of culture, gender, and self-esteem in this process? How does the elaboration likelihood model help to explain the relationship between the persuader, the message, and the audience?

Review the excerpt from p. 97 of your textbook: Social Psychology in Depth: Word of Mouth and Persuasion. How does the e-word of mouth phenomena illustrate the concepts above? Please be specific in your response.

Include an introduction, thesis statement, and conclusion. Your completed assignment must be 3-4 pages in length (excluding title and reference pages), and must follow APA guidelines. Include a minimum of 3 APA references.