The Accessibility of Source Likability as a Determinant of Persuasion

The accessibility of a source's likability from memory was hypothesized to moderate the influence of source likability on persuasion. The accessibility of subjects' liking for the source of a message was manipulated in two experiments. Subjects with more accessible liking for the source exhibited more attitude change in the direction of the source's message than subjects with less accessible evaluations of the source.

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