Attitudes are beliefs and feelings about people, objects, and ideas. Discuss credibility and likability and give some examples of these source factors. Persuasion tends to be more successful when the source has high credibility . Either expertise or trustworthiness give a person credibility. People try to convey their expertise by mentioning their degrees, their training, and their experience, or by showing an impressive grasp of the issue at hand.
Expertise is a plus, but trustworthiness is even more important.
Likability also increases the effectiveness of a persuasive source. Likability depends on a person's physical attractiveness. The favorable effect of physical attractiveness on persuasion was apparent when more attractive students were more successful. Discuss three message factors and give some examples. Two-sided arguments seem to be more effective.