If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractExamines the concept of institutional (university) image from a cultural studies approach and from a quantitative perspective. Building on these and other research findings, posits that multiple changing images exist within each individual and that these images are affected by certain factors. Examines university image from an external stakeholder perspective, based on a telephone survey study of respondents from across the university's home state. The results confirm multi-image conceptualization of the university setting and, importantly, examine the factors ± personal, environmental, and organizational ± that give rise to the multiple image concept. Complementing much corporate image research that views image(s) as primarily controlled by the organization, these findings suggest that corporate image, considered also as a receiver-oriented and audience-specific construct, can vary as a function of other, external, determining factors but that organizational factors are, nevertheless, very influential factors for one's decision making about image. Electronic accessThe research register for this journal is available at

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A growing body of research indicates that both exemplar and statistical evidence are equally persuasive, but that persuasion is achieved differently due to the responses individuals have to these two forms of evidence. This study investigated the use of exemplars to reduce the generation of counterarguments and overall responses to a message compared to statistical evidence. Participants were exposed to a professionally produced 60 second videotaped public service announcement (PSA) on the dangers of tanning. As predicted, participants exposed to the PSA constructed with exemplar support produced significantly fewer counterarguments and fewer responses overall than those participants exposed to a PSA with statistical evidence. Additionally, there was no difference in the persuasive effect between evidence types, but both types of evidence were significantly more persuasive when compared to a control group.Scholars have long attended to the different forms of evidence that can enhance the persuasive impact of a message. Commonly investigated evidence for persuasive support of arguments is exemplar and statistical evidence. Exemplars refer to "qualitative evidence" or "qualitative supporting information" and include narrative materials such as personal

This investigation examined the impact of argumentativeness on cognitive responses and attitude change. A negative relationship between argumentativeness and attitudes was predicted. In addition, argumentatives were expected to produce greater numbers of counterarguments. This research also tested a mediational model for cognitive responses and examined the role of argumentativeness in mokating the fleck of cognitive responses on attitudes.These predictions were tested by exposing respondents to three mass media messages and measuring argumentativeness. A no-message wntrol group was also included. Volunteer undergraduate college students saw one television advertisement and read two print advertisements and were asked to complete a post hoc thought listing task and a series ofdependent measures. Results indicate that argumentative individuals tend to be more resistant to persuasion. Furthermore, argumentatives were found to generate greater numbers of wunterarguments. Attitude change for the highly argumentative individual was found to be a fundion of both positive and negative responses. In addition, the results of this investigation were inconsistenf with the modmtwn hypothesis. esearch in the field of social influence frequently focuses on the impact of message variables on audience attitudes. Investigators R often vary such message components as evidence type, evidence quantity, type of appeal, sidedness, and presentation format in order to evaluate the effect of such variables on persuasion. An assumption underlying this research is that individuals process and are affected by messages in a homogeneous manner. A number of recent investigations have identified individual differences that affect message processing and behavior. The impact of such variables as uncertainty orientation (Sorrentino, Bobocel, One example of research in this area is the study of the impact of need for cognition (NFC) on message processing. Those with a high NFC tend Dean Kazoleas is an assistant professor in the Department of Communication Studies at WestVirginia University. Appreciation is extended to Franklin J. Boster and the anonymous reviewers for their assistance.