Variability of persuasive message effects: Meta-analytic evidence and implications

O'Keefe, Daniel J.

doi:10.1075/dd.1.2.02oke

Article published In: Document Design
Vol. 1:2 (1999) ► pp.87–97

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Variability of persuasive message effects

Meta-analytic evidence and implications

Daniel J. O'Keefe

Published online: 4 July 2000

https://doi.org/10.1075/dd.1.2.02oke

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

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