A SUMMARY OF EXPERIMENTAL RESEARCH ON THE EFFECTS OF EVIDENCE IN PERSUASIVE COMMUNICATION.

Examines results of several studies conducted by the author and other researchers on effects of evidence suggesting the role of evidence in persuasive communication. Research on effects of evidence on attitude change in persuasive communication; Link between evidence and delivery in the origin of attitude change; Impact of evidence on credibility and attitude change measured immediately subsequent to exposure to persuasive communication.