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William J. McGuire

In: Public Communication Campaigns

Chapter 2: Input and Output Variables Currently Promising for Constructing Persuasive Communications1

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Input and Output Variables Currently Promising for Constructing Persuasive Communications1
Input and output variables currently promising for constructing persuasive communications
William J.McGuire

A pervasive error in evaluating a program or agency is to judge it by the effort expended rather than by the effect produced. Shakespeare referred to this hazard in Henry IV, Part I, when Glendower brags, “I can call spirits from the vasty deep,” only to be deflated by Hotspur's reply, “So can I, or so can any man; but will they come when you do call for them?” This chapter will keep Hotspur's question in mind by reporting not what variables are currently used in persuasion campaigns but rather which variables should be used if one's public persuasion campaign is to have impact.

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