The impact of your message depends in part on whether the receiver is receptive to it to begin with. If the evidence or logic in a particular persuasive message is in line with the audience's basic values, beliefs, or biases, the receiver is more likely to accept it and modify his or her attitudes accordingly.If the evidence runs counter to the receiver's basic beliefs, persuasion is far less likely to occur. Thus, the way you frame your message with regard to your audience's preferences is critical. leave a comment.
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