1. source factors: experts are more effective as they are credible and so are popular and attractive people.
2. message factors: they are more effective if people think they are not intened to persuade and by added a fear factor too
3. audience factors: low level and high level audiences are less easily persuaded. to persuade intelligent audiences you must present both sides of the argument
4. medium factors: audio messages are the most persuasive
5. target factors: people who have low self esteem are the easiest to persuade
6. source x target: more likely to be persuaded by someone who is similar to ourselves
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