COMMUNICATOR EFFECTIVENESS IN RELATION TO THE STRENGTH OF THE COMMUNICATION.
HUNTER COLL OF THE CITY UNIV OF NEW YORK
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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