Attitude
Attitude is considered as an enduring organization of cognitive, perceptual, motivational, and emotional process in line with certain aspects of the human environment. There are three components of attitude that reinforce an attitude; cognitive, behavioral, and affective component. Generally, a favorable attitude is composed of positive feelings, positive cognition and the intention to support, use, or recommend. Source credibility and celebrity sources are the two primary characteristics of source of messages that may determine its ability to change an attitude.
Source credibility implies the positive characteristic of the communicator that affect how a message is accepted by the receiver. This characteristic of a source attempts to explain how the credibility of the communicating source influences the persuasiveness of communication. The credibility of every communication, regardless of the format it uses, is greatly influenced by how people perceive the credibility of the source. For example in an office setup, managers are often advised to be concise while communicating. In most cases, they would strive to get their point across in a manner that is polite. In addition to that, managers would pitch their ideas in a few words as they can and would always try to avoid the use of run-on sentences, they would avoid contents that are repetitive, and would also avoid expressions that are lengthy.
Celebrities are individual well known to the general public. At times such individuals appear in media content carrying some important message about a business. Such instances are when celebrity sources are evidenced. A celebrity appeal is considered a message where celebrities advocates for a particular target behavior. For example, in context of health messages, celebrity appeals are usually used to take the form of advertisement for health-related products, public service announcements, and coverage of personal struggles the celebrity is undergoing as a result of risky behavior or health problem.
http://oxfordre.com/communication/view/10.1093/acrefore/9780190228613.001.0001/acrefore-9780190228613-e-659
https://smallbusiness.chron.com/five-characteristics-business-messages-22092.html
https://quizlet.com/337955651/mktg-4120-ch-11-flash-cards/