KARAKTERISTIK PERSUADER

Aristoteles
 Good Sense
 Possessed superior problem-solving ability 
could be counted on to give wise opinions

 DEFINE!
 Good Moral Character
 Used expertise for ethical ends  reasons for
speaking are moral ones

 DEFINE!
 Good Will
 Concerned with audience welfare  could be
trusted

 DEFINE!
 William McGuire

CREDIBILITY
internalization
make message
content more
believable

Believability:
- Trustworthiness (degree can be trusted)
- Expertness (educated, intelligent, high social
status, professionally trained, experienced,
familiar with the issue)
identification ATTRACTIVENESS
make the agent a
rewarding person
with whom to
associate

- familiarity
- physical attractiveness
- social rewards & liking (good personality)
- similarity (demographic & attitudinal)
 the ability of a source
compliance to mediate tangible
POWER costs and benefits

reward (dispensing rewards)

coercive (controlling punishments)
legitimate (derives from institutions within a culture)
expert (equivalent expertness)
referent (equivalent attractiveness)