Persuasive

Communication 2
PER 1000(PERSUASIVE COMMUNICATION)
Four Basic Elements of Persuasion
The persuasion includes four basic elements—source, receiver, message and channel.
•The source is the place of origin of a message i.e., a person who sends a
communication,
•The receiver is the person at whom the message is aimed at or sent,
•The message is the information that is being transmitted by the source,
•The channel is the medium through which the message is sent i.e.,
newspaper, radio, television etc.
Understanding the Attitude Change
The two models that are most popular for understanding the attitude change are the
elaboration likelihood model (ELM; Petty and Cacioppo, 1986) and the heuristic-systematic
model (HSM; Chaiken, Liberman, and Eagly, 1989).
Central Route: The central route is taken when people are motivated, and are able to think
carefully about the content of a message (referred to as high elaboration conditions). Here,
people are influenced by the strength and quality of the arguments.

Peripheral Route: The peripheral route is taken when people are unwilling or unable to analyze
the message content.
There are a number of factors that specifically affect which route might be taken when people
process the persuasive massages. These factors include:
- Speed of speech
- Mood
- Involvement
- Individual differences
- Humor
Reference
Persuasion. Ifoque.com. https://ifioque.com/social-psychology/persuasion