Abstract
This paper reports the results of a replication of a study by Block and Keller (1995) to investigate the roles of efficacy, cognitive processing and framing in message persuasiveness. A major objective is to resolve an inconsistent result between Block and Keller's (1995) two studies. Two of this study's findings support Block and Keller: first, high efficacy messages (relative certainty that following the recommendation will lead to the desired outcome) lead to greater intentions to comply. Second, under low efficacy conditions, negatively framed messages are more persuasive than positively framed messages. However, two findings were Contrary to Block and Keller's results: under high efficacy conditions, positively framed messages are more persuasive than negatively framed messages; and no effects are found for cognitive processing with either low or high efficacy messages.
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