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. Just mentioning both sides increases your credibility with an audience. One-sided messages only work when your audience is uneducated about the issue or when they are already very favorably disposed to your point of view.
Persuasive messages attempt to arouse fear.
Studies have shown that the arousal of fear often increases persuasion. In order for fear arousal to work, listeners must view the consequences as unpleasant, as probably if they don't take the advice, and as avoidable if they do take the advice. Research shows that introducing a high level of fear may make your audience defensive, causing them to tune you out. TV commercials, wining and dining customers, and offering small gifts are examples of tactics used to generate positive feelings. Discuss two receiver factors and give some examples.