Source Likeability Article Reflection

Article ReflectionStudent’s NameDepartment, Institutional AffiliationCourse Code: Course NameInstructor’s NameDue DateArticle ReflectionSmith and Houwer explore the impact of source likeability and attractiveness on implicit association test performance and in their findings, they report that individuals perform better whenever persuasive messages are from an attractive or likeable source. The results confirm that it is possible to alter implicit evaluations with the help of persuasive appeals. The article is appealing because it builds on decades of research regarding the impact of persuasion in relation to source factors such as the message and the persuasion agents. I believed that persuasive ability is based on a detailed understanding of the audience but the article challenges this notion by proposing that the likeability and attractiveness of the source determines whether a certain message will be persuasive or not, and this has a direct impact on implicit association test performance. Interestingly, the article makes reference to previous research studies and evaluations touching on implicit evaluations whereby direct persuasive messages are believed to have a profound effect on implicit evaluations. Previous studies