Conviction and credibility are both surrogate measures for the key message effect of ________.
A)perception
B)emotion
C)cognition
D)association
E)persuasion

Question

Quizplus · Accepted Answer

The key message effect of persuasion is the ability to influence or persuade the audience to take a particular action, and both conviction and credibility are surrogate measures of the persuasive success of the message. Conviction refers to the belief strength of the message, while credibility refers to the trustworthiness or expertise of the source delivering the message. Ultimately, the goal of any message is to persuade the audience, and so persuasion is the appropriate choice for the key message effect.

Conviction and Credibility Are Both Surrogate Measures for the Key