McGuire's Matrix

McGuire's Matrix is a framework used in communication and marketing to analyze how messages influence audiences. It considers three key factors: the source (who delivers the message), the message itself, and the audience (who receives it). The matrix examines how these elements interact—such as credibility of the source, clarity and attractiveness of the message, and the audience’s existing attitudes—affecting the likelihood of message acceptance. By understanding these components, communicators can design more effective strategies to persuade, inform, or change attitudes within targeted groups.