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McGuire’s Input-Output Matrix | Ep #23
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McGuire’s Input-Output Matrix, also called the Communication-Persuasion Matrix (1999), is a simple but powerful communication framework you can use to methodically analyze key elements in a message or campaign and track how effective they are at persuading your audience. In this episode we unpack both the inputs and the outputs so you can use it to add or adjust the elements you need for success.
Resources:
Note: Much of McGuire’s work is available in libraries but not available to link online except behind a paywall.
McGuire’s revised, comprehensive matrix (use this one – same as above!):
McGuire, W. J. (1999), Constructing Social Psychology: Creative and Critical Processes, Cambridge: Cambridge University Press.
McGuire’s earlier, less-complete matrix (seen widely online, but not as good as the revision):
McGuire, William J. (1978), “An information processing model of advertising effectiveness” in Behavioral and Management Science in Marketing, ed. Harry J. Davis and Alvin J. Silk. New York: Ronald Press, 156-180.
A few studies using McGuire’s matrix:
- Lessons Learned From Community Workers Beat the Virus, a Multimedia Campaign Cocreated With Trusted Community Leaders | AJPH | Vol. 112 Issue S9 (aphapublications.org)
- Larry Chiagouris PhD & Iris Mohr PhD (2004) An Evaluation of the Effectiveness of Internet Advertising Tools, Journal of Internet Commerce, 3:3, 41-61, DOI: 10.1300/J179v03n03_03
- An Analysis of Tzu Chi’s Public Communication Campaign on Body Donation (uri.edu)
Bonus link: “More cowbell”
When you need to add or adjust your inputs, think of this SNL sketch!
https://www.youtube.com/watch?v=cVsQLlk-T0s
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