Variability of persuasive message effects
Meta-analytic evidence and implications
This paper reports new information concerning the variability of the persuasive effects of variables across messages. Evidence from meta-analytic reviews of persuasive effects research indicates that such variability is common and substantial, even under well-specified experimental conditions. The implications of this evidence for the design, analysis, and interpretation of research on persuasive message effects are discussed.
Published online: 04 July 2000
Cited by 6 other publications
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