Variability of persuasive message effects

Meta-analytic evidence and implications

Daniel J. O'Keefe

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.

Keywords: Persuasion, Message Effects, Variability of message effects

Published online: 04 July 2000
https://doi.org/10.1075/dd.1.2.02oke

Cited by

Cited by 6 other publications

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O'Keefe, Daniel J. & Scott L. Hale

2001. An odds‐ratio‐based meta‐analysis of research on the door‐in‐the‐face influence strategy. Communication Reports 14:1 ► pp. 31 ff.

Reichert, Tom, Susan E. Heckler & Sally Jackson

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Slater, D. Michael, Jochen Peter & Patti M. Valkenburg

2015. Message Variability and Heterogeneity: A Core Challenge for Communication Research. Annals of the International Communication Association 39:1 ► pp. 3 ff.

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2010. Do Lay People Prepare Both Sides of an Argument? The Effects of Confidence, Forewarning, and Expected Interaction on Seeking Out Counter-Attitudinal Information. Argumentation and Advocacy 46:4 ► pp. 226 ff.

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