Variability of persuasive message effects: Meta-analytic evidence and implications (original) (raw)

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.

© 1999 John Benjamins Publishing Company

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/content/journals/10.1075/dd.1.2.02oke

1999-01-01

2026-06-13

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