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Journal Articles
Journal of Hospitality and Tourism Insights (2019) 2 (4): 309–325.
Published: 09 October 2019
... The power of a source’s attractive nature comes from the receiver’s perceived similarity or homophily to that of the communicator; this is because of the belief that those who are similar in manner and opinions tend to have similar preferences (Chaiken, 1980). This process results in attitudinal changes...
