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Download full textEason, Sandra H.; Thompson, Bruce – 1989
The utilization of program evaluation may be made more effective by means of the application of contemporary persuasion theory. The Elaboration Likelihood Model--a model of cognitive processing, ability, and motivation--was used in this study to test the persuasive effects of source credibility and involvement on message acceptance of evaluation…
Descriptors: Administrators, Cognitive Ability, Cognitive Processes, Credibility
