Message-level Claims Require Message-level Data Analyses: Aligning Claims and Evidence in Communication Research

Abstract

Researchers often invoke individual-level correlations (correlations between properties of individuals) as a basis for message-level claims (claims about properties of messages). For example: “People who are more transported by a narrative message are generally also more persuaded by it; individuals’ transportation and persuasion scores are positively correlated. Therefore narratives that are more transporting will be more persuasive than narratives that are less transporting.” But that inference is mistaken. The reasoning mistake is not specific to that example, but rather is a common mistake in communication research. This article explains the reasoning mistake, identifies multiple examples of the mistake, and discusses implications of and remedies for this circumstance.