TITLE

How Doctors (or Anyone) Can Craft a More Persuasive Message

AUTHOR(S)
Martin, Steve
PUB. DATE
January 2015
SOURCE
Harvard Business Review Digital Articles;1/29/2015, p2
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses how a compelling message can still fail to persuade the intended receivers because the messenger lacks the characteristics of a persuasive communicator or message channel, such as expertise, trustworthiness and a similarity with the target audience.
ACCESSION #
118648234

 

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