Whistling past the graveyard: Response to commentaries

Daniel J. O’Keefe*

*Corresponding author for this work

Research output: Contribution to journalReview article

2 Scopus citations

Abstract

I continue to believe that the general use of perceived-persuasiveness assessments in message pretesting is not justified by the evidence in hand. But one might reasonably hope to see specific applications in which such assessments are demonstrably diagnostic.

Original languageEnglish (US)
Pages (from-to)1001-1005
Number of pages5
JournalJournal of Communication
Volume68
Issue number5
DOIs
StatePublished - Jan 1 2018

Keywords

  • Formative research
  • Message pretesting
  • Perceived message effectiveness
  • Persuasion

ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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