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ERIC Number: EJ571732
Record Type: CIJE
Publication Date: 1998
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISSN: ISSN-0363-7751
An Investigation of the Effects of Language Style and Communication Modality on Persuasion.
Sparks, John R.; Areni, Charles S.; Cox, K. Chris
Communication Monographs, v65 n2 p108-25 Jun 1998
Finds that communication modality moderates effects of power of language style on attitudes toward speaker's recommendation but not on evaluations of the speaker. Indicates that systematic information processing is used to form attitudes toward a recommendation when arguments are represented in writing, whereas audio and audio-visual modes encourage use of speaker-related heuristics to form opinions about the speaker's recommendations. (SR)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A