Primacy of source and content : a cross cultural study in persuasive communications.
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.
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Main Authors: | Chia, Julie Yen Ping., Tan, Eunice., Tan, Charlene Li Shien. |
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Other Authors: | Marshall, Roger |
Format: | Final Year Project |
Published: |
2008
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/9355 |
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Institution: | Nanyang Technological University |
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