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

• المؤلفون الرئيسيون: Chia, Julie Yen Ping., Tan, Eunice., Tan, Charlene Li Shien.
• مؤلفون آخرون: Marshall, Roger
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Management::Communication
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/9355

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.