SOURCE FACTORS.
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SOURCE FACTORS.
Milgram’s experiment is about the teaching-learning process theory, whereby people learn when they get punished for their mistakes. This paper seeks to explain the source factors used to persuade individuals in the experiment to continue imposing punishments and give an example from the current media illustrating the use of power.
One source factor is credibility, which is defined as the perception of believability. People can adjust their perceptions from time to time. Aristotle divides credibility into three parts. They include good character, whereby it entails the moral nature of humans. Goodwill represents the speaker’s intentions, while intelligence comprises all the three characteristics, and it is deemed the highest level of credibility. This means that he was persuaded by the perception he had about the instructor. Besides, legitimate power is another source factor. A person’s title or position could lead to persuasion. The teacher from Milgram’s experiment asked why he continued to ask the questions and imposing punishment; he answered that it was because they did not let him stop. As such, the instructor’s position encouraged him to continue with the experiment even though he was worried that he could have been imposing harm to the learner. With legitimate power comes authority and obedience as a source factor. People in charge are most likely to be obeyed, hence persuading the learner to continue with the questions as advised.
Black Milk Clothing is an example of a company that illustrates liking as a method of persuasion. Before clients enter their site, they are first welcomed with a fun video, featuring beautiful models in the company’s clothes, and they laugh and have fun in their preparations for Christmas. As such, customers will be more convinced to buy their products.