1. Who – Describe the Characteristics of the Persuader: What influences our ability to become persuaded by someone? What specific characteristics must this person possess? Be sure to address the impact of credibility, physical attractiveness, and likeability in your response. Why do we respond well to those who possess such characteristics? Would we respond the same to an unattractive, angry, or non-credible person? Why not?
2. What – Discuss the Characteristics of the Message: What attributes are inherent in persuasive messages? How are we influenced by the emotion, framing, narratives, and rational appeals in the messaging we receive? What is the significance of the sleeper effect?
3. To Whom – Examine the Characteristics of the Audience: Why do different audiences perceive messages in different ways? What is the role of culture, gender, and self-esteem in this process? How does the elaboration likelihood model help to explain the relationship between the persuader, the message, and the audience?
4. How does the e-word of mouth phenomena illustrate the concepts above?
