The receiver's perception of the source’s expertise (involves judgments of authoritativeness) and trustworthiness (involves judgments of character and trust).

People's tendency to maintain, or to return to, a state of attitudinal balance.

A relatively enduring organization of beliefs around an object or situation predisposing one to respond in some preferential manner.

When people accept influence because they want to establish or maintain a satisfying self-defining relationship to another person or a group.

Tendency to expose ourselves to or attend to messages that are consistent with already-held values, beliefs, and attitudes.

Source-receiver similarity built on common values, beliefs, or attitudes.

Simple decision making rules that substitute for more careful analysis of persuasive messages.

Idea that whenever we speak, we hope to accomplish some goal.

Occurs when communication moves our attitudes or behaviors from an existing or established position to another.

The idea that what is beautiful must be good.

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