1) Who - describe the Characteristics of the Persuader: What influences our capability to become persuaded by someone? What specific features should this person possess? Be sure to address the impact of credibility, physical attractiveness and likeability in your response. Why do we respond well to those who possess such features? Would we respond the similar to an unattractive, angry or non-credible person? describe why not?

2) What - Describe the Characteristics of the Message: What attributes are inherent in the persuasive messages? How are we influenced by the emotion, framing, narratives and rational appeals in the messaging we receive? What is the importance of the sleeper effect?

3) To Whom - Analyze the features of the Audience: Why do different audiences perceive messages in different manners? What is the responsibility of culture, gender, and self-esteem in this process? How does the elaboration likelihood model help to describe the relationship between the persuader, the message and the audience?

4) How does the e-word of mouth phenomena describe the concepts above?