Personal Communication in Marketing: An Examination of Self-Interest Contingency Relationships
通过实验检验自利在个人沟通中的作用，发现自利会显著改变论证强度和专家身份对沟通效果的影响，对营销人员设计沟通策略有参考价值。
An experiment was conducted to examine the effect of self-interest in a personal communication situation. Self-interest was investigated as a moderator of the effects of argument strength and expertise on personal communication effectiveness. The results suggest that self-interest is an important contingency variable that can alter significantly the effectiveness of personal communication variables.