Receiver and Context Factors

Part of the SpringerBriefs in Electrical and Computer Engineering book series (BRIEFSELECTRIC)


Although a communicator possesses persuasive characteristics and delivers a persuasive message to a target audience, it is not guaranteed that the message will be accepted by the receiver. The characteristics of a receiver as well as context factors often moderate the persuasion process. This chapter discusses the factors related to the receiver and the context. The factors examined in traditional interpersonal communication studies are first reviewed and the characteristics of recommender system users as well as contextual cues tested in existing recommender system studies are discussed.


Recommender System Message Receiver Elaboration Likelihood Model Refusal Skill Audience Reaction 
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Copyright information

© The Author(s) 2013

Authors and Affiliations

  1. 1.Communication DepartmentWilliam Paterson UniversityWayneUSA
  2. 2.Institute for Innovation in BusinessUniversity of WollongongWollongongAustralia
  3. 3.Alpen-Adria-Universitaet KlagenfurtKlagenfurtAustria

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