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Hovland et al
found effective persuasion could be achieved by focusing on WHO(communicatior) say WHAT(persuasive message) to WHOM(audience)
1 of 6
Petty and Cacioppo
attractive celebs appear in advertisment to persuade audiences to buy a particular type of product
2 of 6
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etg4
3 of 6
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w2Y
4 of 6
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5 of 6
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6 of 6

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attractive celebs appear in advertisment to persuade audiences to buy a particular type of product

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Petty and Cacioppo

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etg4

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w2Y

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Card 5

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\WT4

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