Analyze the two potential spokespeople in the case study. Which one is likely to be more effective in persuading the target audience to purchase the new line of running shoes, and what specific characteristic makes them more influential in this context? Explain your reasoning.

Google

The effectiveness of a persuasive message is influenced by the characteristics of its source. Key attributes identified by the Yale attitude change approach include the source's credibility and their physical attractiveness.

Source Characteristics of Persuasion

- Attractiveness
- Credibility
- Certainty

Types of Source Characteristics of Persuasion

A company is creating an advertising campaign for a new, scientifically-advanced skincare product. They test two versions of the advertisement. Version 1 features a very popular and attractive movie star. Version 2 features a dermatologist with published research in skincare. Which of the following statements best analyzes the persuasive impact of the two sources?

Learn Before

Related