Examines the dimensionality of compliance-gaining message use (CGMU) ratings. Analyzes data from three studies, suggesting that the multidimensional solutions they present are spurious. Presents a unidimensional model which claims that CGMU is related nonlinearly to message choice. (JD)

The purpose of this paper is to introduce a model of the psychological processes that take place when a persuader decides to use or not to use a given persuasive message. The assumption is made that if the perceived emotional impact of a message is more positive than an ethical threshold (which varies from person to person), the persuader will use…