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

• Main Authors: Chia, Julie Yen Ping., Tan, Eunice., Tan, Charlene Li Shien.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Management::Communication
• Online Access: http://hdl.handle.net/10356/9355
• Institution: 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.