Audience, Source, Channel, Behavior

Routledge eBooks 2026 Book chapter

View at publisher
Authors: Nancy Grant Harrington, Katharine J. Head
DOI: 10.4324/9781003451655-4
Cited by: 0

Abstract

This chapter considers components of persuasive communication that are beyond the message but still relevant to effective persuasive message design. Guided by McGuire's input–output persuasion matrix, the chapter covers the input components of audience, source, channel, and destination (the target behavior or behavioral context) in the persuasive communication context and reviews literature in these areas. Although the chapter presents these four input variables separately, it emphasizes how they, along with the input variable of message, must be considered parts of a whole.

Fields of Study & Subjects

Psychology of Social Influence Media Influence and Health Behavioral Health and Interventions

Publication details

Journal / source
Routledge eBooks
Pages
41–54
Publication date
3 March 2026
Language
EN
Document type
Book chapter