W. J. McGuire's communication/persuasion matrix (2)

The purpose of this paper was to introduce W. J. McGuire's(l985) ""communication/persuasion matrix "" model and his review on persuasion studies from the viewpoint of the model. The paper consists of the following four parts. (1) Message variables' effects on persuasive impact: (altypes of arguments and appeals, (blmessage style, (c)inclusions and omissions from the message, (dlordering of the message contents, (elamount of message material, (Oextremity of the position urged. (2) Channel variables' effects on persuasive impact: (a)levels and correlates of mass media consumption, (b)so much watching, so little effect, (clpost factum salvaging of belief in appreciable mass media effects, (d)comparative effects of various media and modalities, (e)persuasiveness of nonverbal communication, (Oeffects of communication context variables. (3) Receiver variables' effects on persuasive impact: (a)transsituational generality of influenceability, (blgeneral principles in influenceability, (clinfluenceability relationships of illustrative dispositional characteristics, (d)effects of receiver's active participation. (4) Taeget variables' effects on persuasive impact: (a)postcommunication time trends, (b)procedures for conferring resistance to persuasion