The process by which a message induces change in beliefs, attitudes, or behaviors.

Occurs when people are influenced by incidental cues, such as a speaker's attractiveness.

Believability. A credible communicator is perceived as both expert and trustworthy in cult indoctrination.

A delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.

Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference credibility in persuasion.

Other things being equal, information presented first usually has the most influence.

Information presented last sometimes has the most influence. Recency effects are less common than primacy effects.

The way the message is delivered-whether face-to-face, in writing, on film, or in some other way.

The motivation to think and analyze. Assessed by agreement with items such as "The notion of thinking abstractly is appealing to me" and disagreement with items such as "I only think as hard as I have to."[image]

Exposing people to weak attacks upon their attitudes so that they will have refutations available when stronger attacks come.