VI. VAR Summary

  1. What is VAR?
    1. Take one variable
    2. Test it under every conceivable condition
    3. Generate data for theory building
    4. Hope for Main Effect, No Interactions

  2. SMCR Model - Lasswell's Lasting Contribution
    1. The Basic Model of Communication
    2. Who says What to Whom through what Means?
    3. Assumes a simple, direct, and unmediated Effect

  3. Conclusions
    1. Many SMCR variables are not Large Main Effects
    2. Typically they Interact with other variables
    3. Often function as Elaboration Moderators
    4. Simple Effects are hard to find

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Updated March 21, 1996; Copyright © SBB, 1996