Receiver and Context Factors
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.