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.
Guerini, Marco, Oliviero Stock, Massimo Zancanaro, Daniel J. O’Keefe, Irene Mazzotta, Fiorella de Rosis†, Isabella Poggi, Meiyii Y. Lim & Ruth Aylett
2011. Approaches to Verbal Persuasion in Intelligent User Interfaces. In Emotion-Oriented Systems [Cognitive Technologies, ], ► pp. 559 ff.
Hoeken, Hans & Daniel J O’Keefe
2022. The reconstructability of persuasive message variables affects the variability of experimental effect sizes: evidence and implications. Human Communication Research 48:4 ► pp. 543 ff.
Jackson, Sally & Jodi Schneider
2018. Cochrane Review as a “Warranting Device” for Reasoning About Health. Argumentation 32:2 ► pp. 241 ff.
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
2001. The Effects of Sexual Social Marketing Appeals on Cognitive Processing and Persuasion. Journal of Advertising 30:1 ► pp. 13 ff.
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.
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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