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hj
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Question:
McGuire's Communication/Persuasion Matrix Model
Answer:
explains persuasion effects by identifying inputs and outputsinputs: a. credibility of the source, b. design of the target, c. delivery channel used, d. type of target audience, and e. contextoutputs: a hierarchy of effects (from exposure/attention to the acceptance of the behavior.Shortcomings:lack of detail regarding the process of yielding to a new attitudeassumes that the input and output variables are sequential