An exploratory study of order effect in persuasive communication

• Anthony J. Clark ^[1]
  1. [1] University of Florida

     University of Florida

     Estados Unidos

     
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 39, nº 4, 1973, págs. 322-332
• Idioma: inglés
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• Resumen

  • In order to test for the existence of order effect in persuasive communication, four short speeches on the topic of a guaranteed annual income were transmitted via video tape to eight groups with the serial combination of the messages based on the pro‐con and weak/strong dimensions. While the general hypothesis that audience evaluation is a function of the order of presentation was not supported, seven specific interactions were observed to result from the factors of message strength, sequential length, and message valence.