William J. Schenck-Hamlin

A multidimensional scaling validation of an inductively‐derived set of compliance‐gaining strategies

After a review of the research on compliance‐gaining strategies, it was decided that deductive approaches toward the development of a taxonomy of compliance‐gaining strategies are limited because of epistemological and methodological problems. Instead of a deductive approach, the paper proposes that an inductively‐derived taxonomy is a more valid and reliable classification scheme of compliance‐gaining strategies. The paper therefore attempts to ascertain the representational validity of a particular inductively‐derived taxonomy of compliance‐gaining strategies. The assessment of the representational validity was accomplished by comparing proposed properties of the taxonomy with a multidimensional scaling representation of subjects’ perceptions of persuasive messages. The comparison indicated that the taxonomy had a high degree of representational validity. Finally, it was suggested that future research should focus on the dynamics of the properties of compliance‐gaining strategies.

A model of properties of compliance‐gaining strategies

This paper intends to induce a set of properties that unify and distinguish compliancegaining strategies and to determine whether coders can reliably classify messages on the basis of the proposed properties. The first goal was accomplished by deriving codified strategies from open‐ended responses of subjects to persuasive situations. Properties that reflected differences in the strategies were induced. The second goal had three coders content‐analyze the original responses in terms of the derived properties. Measures of unitizing and coder reliability and content validity were assessed. In addition, information concerning representational validity was presented. The approach taken in this paper provides us with an assessment of the state of affairs found in a compliance‐gaining strategy.

Form and variations in negative political advertising

Using a sample of 99 political advertisements from 1990 statewide and federal elections, a content analysis was employed to test whether negative political advertisements exhibited a normative style. Results indicated that negative political advertisements were remarkably similar in substance and style, indicating a normative advertising form. The authors suggest that negative advertisements are used more to “blunt” an opponents chance of winning the election than to promote the sponsoring candidates own images or characteristics with their constituency.