... change (persuasion) to occur: 1. attention to message 2. comprehension of the message 3. yielding to (acceptance of) the message 4. retention of the message in memory 5. acting as a result For example, someone who is scared of the message may reduce attention, hence their ability to learn. When identifying the source we may have additional fear alongside the message. There are two types of source effect; attractiveness and credibility which have influential effects. We evaluate the source on personal judgement or attribution. For example, one person may like a particular actress and the other may not. Attributions may be made on race, sex, and physical appearance, all of which are irrelevant information. Hovland & Weiss (1951) are thought to be the first researchers to test for persuasion effects due to source factors. Using questionnaires they found that over time the informational content regarding a controversial subject may become more important than the source of the ...

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