“…Effects of source expertise and trustworthiness are often context dependent (94). For example, they may vary based on characteristics of the message, the receiver, the channel though which persuasion occurs, as well as combinations of these factors (1,2,7,15,16,21,31,112). Sources that are liked, or judged to be socially attractive, are also more persuasive than others (5,84), particularly when the communication channel is video or audio (15) or when the message being communicated is not desirable (20).…”