According to research using the ELM, which three qualities of a message source are especially influential in the persuasion process?
A) competence, trustworthiness, and goodwill
B) attractiveness, expertise, and goodwill
C) expertise, trustworthiness, and attractiveness
D) physical dress, expertise, and competence
E) cognition, emotion, and behavior

Question

Quizplus · Accepted Answer

According to the ELM, three qualities of a message source that are especially influential in the persuasion process are expertise, trustworthiness, and attractiveness. Competence and expertise are closely related, but expertise refers specifically to the source's knowledge and skills on the topic being discussed. Trustworthiness relates to the source's perceived honesty and sincerity, while attractiveness refers to physical appearance, likability, and similarity to the audience. Goodwill is also important but considered a peripheral cue, compared to these three central cues. Physical dress does not have a direct impact on persuasion but may be considered a peripheral cue. Cognition, emotion, and behavior are not qualities of a message source but are broader categories of persuasive appeals.

According to Research Using the ELM, Which Three Qualities of a Message