Abstract
Teachers of communication, especially when their subject is persuasion, often find it analytically desirable to quantify human values. In fact, several leading persuasion theories as well as several theories relating communication to conflict require quantification of "attitudes" and "beliefs" if not of "values." In general, these theories posit that human decisions result from a process in which the person assigns values to the consequences of a particular alternative, calculates the subjective probability or expectation of realizing each of those values, multiplies each value times its subjective probability, and sums the products.
Journal Title
Iowa Journal of Speech Communication
Volume
11
Issue
1
First Page
1
Last Page
7
Language
en
File Format
application/pdf
Recommended Citation
Bowers, John Waite
(1979)
"On Overcoming Resistance to Value Measurement,"
Iowa Journal of Communication: Vol. 11:
No.
1, Article 4.
Available at:
https://scholarworks.uni.edu/ijc/vol11/iss1/4
Copyright
©1979 Iowa Communication Association
