One of the factors that determines whether or not a communication source evokes favorable affective reactions is _____.
A) likability
B) expertise
C) consumer base
D) likelihood of being profitable
E) length of advertisements

Question

Quizplus · Accepted Answer

Likability, or the degree to which a communication source is perceived as pleasant or appealing, is a key factor in determining whether or not it evokes favorable affective reactions. Research has consistently shown that people are more likely to be influenced by sources they like, regardless of their level of expertise or other factors.

One of the Factors That Determines Whether or Not a Communication