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Communication Monographs Volume 46, 1979 - Issue 4
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Original Articles

Construct comprehensiveness and cognitive complexity as predictors of the number and strategic adaptation of arguments and appeals in a persuasive message

Barbara J. O'Keefe Assistant professor of speech communication, The Pennsylvania State University,
&
Jesse G. Delia Professor and head of speech communication and research professor of communication research, University of Illinois, Urbana‐Champaign
Pages 231-240 | Published online: 02 Jun 2009
 
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Abstract

Subjects differing in construct comprehensiveness and cognitive complexity wrote persuasive messages directed at a fictitious target person and gave written justifications for each argument or appeal used in their messages. Messages were scored for number of appeals used and appeal justifications were scored for the degree of strategic adaptation to the message target they reflected. Construct comprehensiveness correlated positively and significantly with level of strategic adaptation; cognitive complexity correlated positively and significantly with number of appeals used and level of strategic adaptation.

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