COMMUNICATOR EFFECTIVENESS IN RELATION TO THE STRENGTH OF THE COMMUNICATION.
Abstract
Two experiments were carried out to determine if source effectiveness is dependent in part on the inherent cogency of the communication. Neither study provided any evidence of an overall interaction effect between source and strength of communication; also, a suggestive finding in the first study of a differential source effect among initially favorable Ss exposed to the stronger communication was not replicated in the second one. (Author)
Document Details
- Document Type
- Technical Report
- Publication Date
- Mar 01, 1966
- Accession Number
- AD0631523
Entities
People
- Walter Weiss
Organizations
- Hunter College