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Communication Quality Revisited: Exploring the Link with Persuasive Effects

Georgetown University, Washington, DC

Does the quality of a communication process or product matter? This paper provides an approach to answering that question. The author provides a work ing definition of communication quality that focuses on its technical, functional (use), and aesthetic components and posits a discrepancy-based approach to assessing quality. Based on that analysis, the author develops testable, theoreti cal propositions that predict relationships among communication quality, effectiveness, and efficiency.

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