Research suggests that attitude change is encouraged when the communicator is

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Research indicates that all of these factors can contribute to attitude change. A communicator who is likable is more likely to be trusted and therefore may be more persuasive. An expert on the topic has credibility and knowledge, which can also increase persuasion. When the communicator is similar to the audience in some way (such as sharing the same values or beliefs), the audience may feel more connected and open to persuasion. Therefore, all of these factors can contribute to attitude change.

Research Suggests That Attitude Change Is Encouraged When the Communicator