Research suggests that the most important factor for bringing about long-term attitude changes through the use of persuasive communication is the:
A) Credibility of the source
B) Strength of the conviction of the source
C) Personal attractiveness of the source
D) Personableness of the source

Question

Quizplus · Accepted Answer

Research consistently shows that the credibility of the source is the most important factor in bringing about long-term attitude changes through the use of persuasive communication. Credibility refers to the perceived expertise and trustworthiness of the source. It is essential for the source to be seen as knowledgeable and reliable in order for their message to be persuasive and to bring about enduring changes in attitudes.

Research Suggests That the Most Important Factor for Bringing About