Primacy of source and content : a cross cultural study in persuasive communications.

• Main Authors: Chia, Julie Yen Ping., Tan, Eunice., Tan, Charlene Li Shien.
• 其他作者: Marshall, Roger
• 格式: Final Year Project
• 出版: 2008
• 主題: DRNTU::Business::Management::Communication
• 在線閱讀: http://hdl.handle.net/10356/9355
• 機構: Nanyang Technological University

The main purpose of this study is to re-examine the order in which source and content elements of a persuasive communication are considered. The influential Elaboration Likelihood Model (ELM) of Petty and Cacioppo addresses this issue but within a Western culture.