Research into the effects on attitudes of persuasive communications has continued to focus primarily on the empirical analysis of communication and source effects. While theory has been used to guide the work, it is less of the grand and overpowering variety, and more of the kind that employs assumptions about basic psychological processes that are presumed to modulate communications effectiveness. Independent variables studied include the natural cogency of the communication, communicator credibility, identification of the communicator before and after exposure to the communication, phrasing of the issue, number of exposures to the communication, and incentive for counter-attitudinal behavior. Other effects, including the time of payment of the subjects, were examined. (Author/BB)