Describe the major factors that influence successful persuasion including communicator, audience, and message variables

Question

What will be an ideal response?

Answer 1

ANSWER:
Communicator: We tend to be most persuaded when the person communicating the message to us is attractive (Eagly & Chaiken, 1975; Evans & Clark, 2012), appears to be credible (Hovland & Weiss, 1951; Tormala, Briñol, & Petty, 2007), or appears to be an expert (Evans & Clark, 2012; Petty, Cacioppo, & Goldman, 1981). We are also most persuaded when the communicator does not appear to be trying to persuade us—unless he or she is attractive, in which case persuasion is not reduced by the awareness that the communicator is trying to persuade us.
?
Message: The logic of the persuasive argument has its greatest impact when we are processing on the central route, for it is here that we can truly appreciate the goodness of the argument (see Petty & Briñol, 2008). We are more likely to be persuaded if the communicator effectively presents both the pros (why we should accept the arguments) and cons (why we might not accept the arguments) of the proposal. This is especially true when the communicator can effectively argue against objections to accepting the proposal (Crowley & Hoyer, 1994). Two-sided arguments generally work best because we tend to trust a communicator who is willing to openly discuss the drawbacks of a proposal.
?
Audience: Variables such as intelligence (Rhodes & Wood, 1992), self-esteem (Petty, Fabrigar, & Wegener, 2003), self-monitoring (our tendency to change our behavior to meet other’s expectations; Evans & Clark, 2012), and mood (Sanaktekin & Sunar, 2008) can all affect our tendency to be persuaded.