ABSTRACT

In persuasion message effects research, two kinds of research design are common. One compares the persuasiveness of two different advocacy messages on the same topic. The other compares the persuasiveness of an advocacy message against a no-advocacy-message control condition. Because these two designs contain different comparisons they underwrite different claims, but the designs – and their corresponding claims – are prone to misunderstanding and confusion. And when a study combines the two designs, especially complex issues can arise. This article aims to sort out the relevant issues in the service of better alignment between evidence and claims in persuasive message effects research.

摘要

在说服信息效果研究中，常见两种研究设计。人们比较同一主题的两种不同宣传信息的说服力。另一个将倡导信息的说服力与无倡导信息的控制条件进行比较。由于这两种设计包含不同的比较，因此它们承担不同的权利要求，但设计及其相应的权利要求很容易产生误解和混淆。当一项研究结合这两种设计时，可能会出现特别复杂的问题。本文旨在梳理相关问题，以更好地协调说服性信息效​​应研究中的证据与主张。