Ability to communicate with others in a way that encourages them to believe or act in the way that is desired.
How do we use this model to predict behaviour change?
· People will be more likely to be persuaded by health related information if:
· The communicator of information is credible because they are seen as trustworthy and honest, have relevant personal experience and/or are physically attractive.
· The communication includes frightening consequences but also explains how to avoid them
· Ther recipient has low intelligence and low self-esteem.
Evaluation:
· The theory can predict behaviour change
· It perhaps does not explain changes in behaviour but instead changes in attitude which then influence behaviour
· The role of self-esteem has mixed supporting research.
