Order Effects Theory
Climax, Anti-Climax and Pyramidal Order

Was it as good for you as it was for me?

  Persuasion                Primacy|Recency                 One-Sided|Two-Sided          Climax|Anti-Climax

                  Truth Effect                Propaganda|Marketing                    Conclusion                     References

Anti-climax is the placement of an argument at the beginning of a piece of communication. It is considered the most effective in one-sided communications.

Pyramidal order is the placement of an argument in the middle of a piece of communication. It is considered the least effective of all presentation formats.

Climax is the placement of an argument at the end of communication. It is the most effective in two-sided communications.

Similar to the primacy/recency logic, this system of orders also incorporates the effectiveness of one-sided and two-sided placement logic.

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