ned by the communicators appearance as an expert or as someone who can be trusted. Expertise is established when the communicator is introduced as someone who has a great deal of knowledge concerning the topic of conversation. When the communicator relays viewpoints that areidentical to the audience she/he will be perceived as smart. Also, to project animage of expertise it is necessary to speak confidently and withouthesitating. Trustworthiness of the communicator is assumed if direct eye contact is used and speech is rapid. If the speaker is seen as not trying toinfluence or is arguing a position that is against their personal interest theywill be considered trustworthy. An attractive communicator has certain qualities, like physical appeal and similarity, that draw in theaudience. If the arguments of the attractive speaker are more readily accepted, central route persuasion has occurred or if we are persuaded by the unconnected positive association between the communicator and theproduct there has been peripheral route persuasion. When statements are made toa group by someone from the same ethnic background, the group is morewilling to listen. It appears true, the belief that we like people who aresimilar to us- and if we like someone we are more open to their suggestions. The second element of persuasion, the content of the message, deals with the specific type of messages that work best to convince. Emotional messages are most effective on less educated people, while rational appeals tendto score better with analytical or well educated people. Discrepancybetween the message and receiver opinion often effects whether persuasionoccurs. A credible communicator is most effective when arguing an extreme position and someone who is not viewed as credible is best off giving a viewpoint where there is a moderate discrepancy. Communicators must decidewhethe...
