ERIC Number: EJ457093
Record Type: CIJE
Publication Date: 1993
Reference Count: 0
A Comparison of the Persuasive Effectiveness of Qualitative versus Quantitative Evidence: A Test of Explanatory Hypotheses.
Kazoleas, Dean C.
Communication Quarterly, v41 n1 p40-50 Win 1993
Examines the effectiveness of quantitative and qualitative evidence in impacting initial attitude change and the persistence of that change. Finds that both types of evidence are equally effective in changing attitudes but that the attitude change elicited by qualitative evidence tends to be significantly more persistent over time and that recall was higher for qualitative evidence. (RS)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A