Structuring and Ordering Persuasive Messages
DOI link for Structuring and Ordering Persuasive Messages
Structuring and Ordering Persuasive Messages book
In this chapter, the authors examine the topic of message selection and organization. First, they saw that, depending on the characteristics of the audience, it is sometimes better for a persuader to tell the audience what to believe, but at other times it is best to let the audience members draw their own conclusions. Second, the authors saw that the ways in which messages are framed affect how they are reacted to. Third, they saw that when selecting arguments to use for persuasion, quality arguments matter with audiences that will scrutinize the message, but quantity works for less discerning audiences. Fourth, the authors discuss the role of evidence in the process of persuasion. Fifth, they examine message repetition and noted the conditions under which it increases and decreases persuasion. Sixth, the authors looked at the ways in which arguments might be ordered or arranged in a speech and indicated that the most effective order depends on several variables.