We are more likely to be persuaded by source characteristics when we:

Name: We are more likely to be persuaded by source characteristics when we:
Brand: Quizplus
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Question

Quizplus · Accepted Answer

When we have little motivation to process the persuasive message, we are more likely to be influenced by source characteristics such as the credibility or attractiveness of the communicator, rather than the content of the message itself. This is because we engage in peripheral processing, focusing on cues outside the message content.

We Are More Likely to Be Persuaded by Source Characteristics