ABSTRACT
How should you say it? Just how should you mold your message? Should you tweet the emotional phrase or stick with the dull, but venerable, statement? Should you hit the audience over the head with the argument or hedge your bets? Is it better to wow them with fancy stats or tug at their heartstrings by telling a tale of woe? If you want to convince smokers to quit, should you scare the bejeebers out of them or just frighten them a little? These questions center on the message, a time-honored factor in persuasion research and the focus of the next two chapters.
