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On Various Ways of Skinning Symbolic Cats: Recent Research On Persuasive Message Strategies

Michigan State University

This paper examines a number of recent communication studies deal ing with persuasive message strategies, both to identify some of the major findings to date and to underscore some of the important conceptual and procedural problems to be faced in future research. The paper centres on three major areas: (1) the development of a typology of persuasive message strategies; (2) the effects of situational factors on the choice of persuasive message strategies; and (3) the influence of individual differences in persuaders on the selection and use of persuasive message strategies.

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