Analyzing messages and their outcomes: Questionable assumptions, possible solutions
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One of the most popular traditions in communication research is the study of “message effects,” the impact of particular message features on a recipient's evaluative, perceptual, and behavioral response to the message. However, this research is not without its limitations. This essay examines several problems created by questionable assumptions frequently embraced by researchers. Several solutions to these problems are offered. © 1993 Taylor & Francis Group, LLC.
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