Elements or Components of Persuasion

There are following elements or components of Persuasion

Source or the persuader who is the originator of the message. The source must have the following characteristics:
- Credibility
- Expertness
- Trustworthiness (social capital)
- Rationality
- Knowledge set
- Power position
- Attractiveness
- Charismatic personality.
A source is more persuasive if he or she is seen as credible (believable) and attractive.
There are two ways for a source to be credible
- Claiming to be an expert: Sensodyne by doctor
- Appearing to be trustworthy: Yoga by Ramdev
There are also two ways for a source to be attractive
- Physical appeal: Shruti Hasan Vs Radhika Apte.
- Similarity to the audience.

2. The Message

Persuasive messages can involve emotional appeals or rational arguments.
When time is limited, short emotional appeals may be more effective than rational arguments.
When the audience is highly involved and already sympathetic, a one-sided message is more persuasive.
When the audience is undecided or uninvolved, a two-sided message seems fairer and more persuasive.
Intelligent audiences are persuaded better by two-sided messages, probably because they more easily recognize that there are two sides to the issue.

3. The Context

When we listen to or read a persuasive message, we are usually free to limit our attention or silently counter-argue its arguments.
When subjects are distracted, they are more likely to accept a persuasive message.

4. The Audience

Intelligent recipients are more persuaded by complex messages, while unintelligent recipients are more persuaded by simple emotional messages.
Characteristics like age or lifestyle as relevant to persuasiveness. For example, young people may be more likely to accept a message that promised popularity, while older people would find security or health a more appealing promise