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A summary of experimental research in ethos
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Most cited references36
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The principle of congruity in the prediction of attitude change.
Charles E. Osgood, Percy H. Tannenbaum (1955)
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"Reinstatement" of the communicator in delayed measurement of opinion change.
Herbert C. Kelman, Carl Hovland (1953)
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An experimental comparison of conclusion-drawing by the communicator and by the audience.
Wallace Mandell, Carl Hovland (1952)