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Communicator factors in persuasion
Автор: Mirjana Pantic
Загружено: 2025-12-14
Просмотров: 10
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This lecture dives into the essential communicator factors:
Charisma: Understand charisma as an exceptional quality that sets an individual apart and can be highly persuasive.
Authority: Learn how authority stems from a person's position in a social structure and the ability to dispense rewards and punishments. We examine the powerful, and often troubling, influence of authority through the lens of the Milgram experiments.
Credibility: Discover the core components of a credible communicator: expertise, trustworthiness, and goodwill.
Social Attractiveness: Review how likeability, similarity, and physical attractiveness can enhance persuasive power.
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