Siddhi Sisodia posted an Question
June 13, 2021 • 18:57 pm 30 points
  • UGC NET
  • Commerce

What is sourse effect?

what is sourse effect? in marketing or persuasive communication....

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  • Rucha rajesh shingvekar best-answer

    A review of the substantial body of the marketing, psychological, and communication research literature on source effects supports the conclusion that source variables, e.g., credibility, expertise, attractiveness, and similarity, influence the attitudes and behavior of target audiences.

  • Chetan raj Best Answer

    In general persuasive communication is about changing the opinion of respondents or others. But "Persuasive effect of source credibility" is demonstrates that highly trustworthy and experts spokespeople induce a greater positive attitude toward the position they advocate than do communication with less credibility.

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