Ambition, Interaction, Context
The process in which people try to reach their ambition (convincing sb), and it will influence the how they make interpretation
They do this through interaction
In different context, different rules apply; full of the process all influences how we think about certain.
The importance of context influences your interpretation and decision.
Trust: People who you think are important to you, who you are associated with, you trust them more. You often trust people you know, you like. You buy products of your trust company.
Certainty: change your network will increase uncertainty
feelings of trust, uncertainty
How you communicate influences what you buy