The Effectiveness of Cover-Letter Appeals
- 1 February 1984
- journal article
- research article
- Published by Taylor & Francis in The Journal of Social Psychology
- Vol. 122 (1) , 85-91
- https://doi.org/10.1080/00224545.1984.9713461
Abstract
Two studies examined the impact of cover-letter appeals based on functional theory of attitudes. Return rates for questionnaires mailed to college students were lower for a value expression and higher for a utility appeal. Combination of a knowledge and utility appeal produced return rates reflecting the importance of the knowledge function for subgroups of respondents.Keywords
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