Communication research has not fully come to grips with the important role of receiver control over message content and treatment within a communication event. The assumption seems to be that source success depends upon source credibility, selection of the right channel, and use of certain cognitive approaches. However, receiver motivational factors predispose the receiver to respond in a particular manner to a particular message. If the source hopes to elicit a specifically desired response, he must fashion his message content and treatment so as to identify with receiver motivational predispositions within the particular communication event.
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