Testimonials Versus Informational Persuasive Messages

@article{Braverman2008TestimonialsVI,
  title={Testimonials Versus Informational Persuasive Messages},
  author={Julia Braverman},
  journal={Communication Research},
  year={2008},
  volume={35},
  pages={666-694}
}
This study aims to test the relative effectiveness of testimonials compared to simple informational health messages, presented both through different modalities and to recipients with different levels of involvement. Results of the three independent experiments demonstrate that testimonials are more persuasive when presented through the audio mode rather than when presented through the written mode. Also, the informational messages are more persuasive when perceived by individuals characterized… CONTINUE READING