Explain How Both the Cognitive Content and Emotional Content of a Message

question 81

Essay

Explain how both the cognitive content and emotional content of a message affect its persuasiveness. Be sure to discuss the relationship of both types of content to the central and peripheral routes to persuasion.

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Definitions:

Unit Increase

A measure reflecting the change or increment in a particular variable by a single unit.

Holding Constant

A technique in statistical analysis where specific variables are kept unchanged in order to isolate the effects of other variables.

Polynomial Model

A regression model in which the relationship between the independent variable and the dependent variable is modeled as an nth degree polynomial.

Predictor Variable

A variable that is used in statistical models to predict the outcome of a response variable.