THE UTILITY OF EXEMPLARS IN PERSUASIVE COMMUNICATIONS

Media accounts typically employ two types of information: (a) general statements about the range or importance of a problem (base-rate information), and (b) illustrative individual cases (exemplars) that are less valid but more vivid. A review of the psychological literature on judgments leads to the general hypothesis that the perception of a problem is influenced primarily by the quality and distribution of exemplars. In a series of five experiments, the researchers varied the number and quality of exmplars and their consistency with the base-rate information for several journalistic stories. The results indicate that base-rate information had almost no impact whereas exemplars had a strong effect on the perceived distribution of public opinion about story problems. Exemplars also had a moderate impact on subjects' personal opinions about the problem. Implications for communication research and journalistic practice are discussed.