1999
DOI: 10.1075/dd.1.2.02oke
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Variability of persuasive message effects

Abstract: Keywords: message effects, persuasion, variability of message effects 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.

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Cited by 8 publications
(1 citation statement)
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“…(For a sense of the discourse surrounding the development and justification of these procedures, see Zwahlen et al (2008) and Hedges (1986); there are many other such articles in other fields where meta-analysis has been appropriated.) The rise of meta-analysis did not just alter the way research synthesis is conducted, but also exposed facts about variability affecting the interpretation of individual studies (O'Keefe 1999).…”
Section: Technical Threads Leading To the Devicementioning
confidence: 99%
“…(For a sense of the discourse surrounding the development and justification of these procedures, see Zwahlen et al (2008) and Hedges (1986); there are many other such articles in other fields where meta-analysis has been appropriated.) The rise of meta-analysis did not just alter the way research synthesis is conducted, but also exposed facts about variability affecting the interpretation of individual studies (O'Keefe 1999).…”
Section: Technical Threads Leading To the Devicementioning
confidence: 99%