INFLUENCE OF SOURCE AND NUMBER OF EXPOSURES ON COMMUNICATION EFFECTIVENESS.
HUNTER COLL OF THE CITY UNIV OF NEW YORK
Pagination or Media Count:
The research had three main purposes 1 to examine the effects of more than one exposure to a communication on an issue of importance to the subjects 2 to assess the potential independent and interacting contributions of the author of an article the primary communicator and the publication in which the article was presumably printed the print sponsor and 3 to check the reliability of data patterns obtained in past research concerning the effects of source and communication on the giving of attitude-supporting reasons and on the stated willingness to engage in certain attitude-supporting actions. The primary effects were due to the communication itself, with source and number of exposures contributing modestly within this general context. Also, the various effects were not found to covary with each other in any simple manner. Discussion of the diverse and complex results included consideration of their relationships to data patterns obtained in previous research. Author