Subjective Message Constructs: A Theory of Persuasion.

Morley, Donald Dean

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Peer reviewed

ERIC Number: EJ352118

Record Type: Journal

Publication Date: 1987

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Subjective Message Constructs: A Theory of Persuasion.

Morley, Donald Dean

Communication Monographs, v54 n2 p183-203 Jun 1987

Discusses three studies that generated six replications of the subjective message construct theory indicating that between 25 percent and 50 percent of the variance in belief change can be explained by the theory. Indicates that subjective probabilities can be used to construct valid operational measures of importance and novelty. (NKA)

Descriptors: Attitude Measures, Cognitive Measurement, Communication Research, Persuasive Discourse, Speech Communication, Theories

Publication Type: Journal Articles; Reports - Research

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Language: English

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