Primacy of source and content : a cross cultural study in persuasive communications.
Chia, Julie Yen Ping.
Tan, Charlene Li Shien.
Date of Issue2004
College of Business (Nanyang Business School)
The main purpose of this study is to re-examine the order in which source and content elements of a persuasive communication are considered. The influential Elaboration Likelihood Model (ELM) of Petty and Cacioppo addresses this issue but within a Western culture.
Final Year Project (FYP)
Nanyang Technological University