When Distant Others Matter More: Perceived Effectiveness for Self and Other in the Child Abuse PSA Context
Media Psychology, Volume 15, Issue 2, 2012.
structural equation model
Perceived effectiveness (PE) has been studied as an important antecedent of persuasion. But judgments of PE may vary its persuasive impact depending on whom people think about as message referents. This study explores PE judgment for both self and different others as well as their independent roles in the persuasion process. Theoretical r...More
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