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Last update by lilmissjuls1 on 01/27/2010
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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. context
outputs: 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 attitude
assumes that the input and output variables are sequential

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