e content and share it with a large number of others (1 billion users worldwide).
when we attribute the same message to different sources and measure the degree of attitude change that occurs after listeners hear it, we can isolate which characteristics of a communicator cause an attitude change. Two characteristics: credibility and attractiveness
the social value recipients attribute to a communicator. It relates to their physical appearance, personality, social status, or similarity to the receiver.
boost viewers' recall of claims that ads make and yield higher brand attitude without the risks presented by celebrities (ex. Pillsbury Doughboy).
present one or more positive attributes about the product or reasons to buy it.
first raise a negative issue then dismiss it; can be effective because it increases source credibility by reducing reporting bias.
a strategy in which a message compares two or more recognizable brands and weights them in terms of one or more specific attributes.
grab attention and may or may not affect recall and attitudes; serve as a source of distraction and inhibit counterarguing (thinking of reasons why we disagree with the message). It is more effective when the brand is identified clearly.