Effects Theory: Insight Into Persuasion
By: Heather K. Gallagher
The processes by which human beings share ideas and influence one another have stimulated passionate inquiry into the components of communication. Of all that has been studied and uncovered, this paper intends to illuminate one small and intriguing niche of that inquiry -- Effects Theory.
Table of Contents
The Importance of Effects Theory
One-sided vs. Two-sided Arguments
Connections to the Field of Advertising