There are following elements or components of Persuasion
- The Source
- Source or the persuader who is the originator of the message. The source must have the following characteristics:
- Trustworthiness (social capital)
- Knowledge set
- Power position
- 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