Colloquy on Generalization Meta-Analytic Techniques When Generalizing to Message Populations Is Not Possible

Jackson and Jacobs (1983) have argued that many of the findings in communication research could be specific to the particular messages used in a given study. As a solution, Jackson and Jacobs propose generalizing to message populations by treating messages as a random variable. This article argues that the Jackson and Jacobs solution is inappropriate for complex messages and that meta-analytic techniques represent an alternative that permits the detection of results that are specific to particular messages, researchers, or paradigms.     

The Impact of Argumentativeness on Resistance to Persuasion

This investigation examined the impact of argumentativeness on cognitive responses and attitude change. A negative relationship between argumentativeness and attitudes was predicted. In addition, argumentatives were expected to produce greater numbers of counterarguments. This research also tested a mediational model for cognitive responses and examined the role of argumentativeness in moderating the effects of cognitive responses on attitudes. These predictions were tested by exposing respondents to three mass media messages and measuring argumentativeness. A no-message control group was also included. Volunteer undergraduate college students saw one television advertisement and read two print advertisements and were asked to complete a post hoc thought listing task and a series of dependent measures. Results indicate that argumentative individuals tend to be more resistant to persuasion. Furthermore, argumentatives were found to generate greater numbers of counterarguments. Attitude change for the highly argumentative individual was found to be a function of both positive and negative responses. In addition, the results of this investigation were inconsistent with the moderation hypothesis.     

MULTIPLE-ACT CRITERIA IN THE VALIDATION OF COMMUNICATION TRAITS: WHAT DO WE GAIN AND WHAT DO WE LOSE?

Recent dissatisfaction with trait explanations of human communication has given rise to the use of multiple-act criteria in co-relational studies of trait/behavior relationships. In order to overcome the practical problems of gathering multiple-act data, researchers have relied on self-reports. It was hypothesized that the use of self-reports has led to biased estimates of the utility of the multiple-act approach. This hypothesis was generally supported and its implications examined.