| attractiveness | Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference.
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| central route to persuasion | Occurs when interested people focus on the arguments and respond with favorable thoughts.
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| credibility | Believability. A credible communicator is perceived as both expert and trustworthy.
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| peripheral route to persuasion | Occurs when people are influenced by incidental cues, such as a speaker's attractiveness.
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| persuasion | The process by which a message induces change in beliefs, attitudes, or behaviors.
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| sleeper effect | A delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.
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