Meta-Analysis of the Curvilinear Relationship between Rate of Delivery and Message Persuasiveness

Abstract

For five decades researchers investigated whether increasing the speed of the delivery of a persuasive message produces more message comprehension and attitude change. The experimental literature on this issue appears inconsistent, with many mediating variables introduced in an effort to reconcile disparate findings. This meta-analysis seeks to determine how persuasion is influenced by the rate of message delivery. The data provide support for a curvilinear model, indicating that persuasion is maximal for moderate speech rates. Results are discussed in terms of source credibility and mechanisms of message processing.