Each of 98 subjects was presented with 10 of 30 messages varying in the extent to which the message connoted good or bad news for the recipient. Within a standard communication situation, subjects were asked to indicate if they would transmit each message and to list their reasons for the decision to transmit or not transmit. Results of a content analysis of reasons indicated that, with increasing frequency, persons justify their communication decisions in terms of self-relevant reasons, normative reasons, and recipient-relevant reasons. The impact on these reasons of message valence and whether the decision is to communicate or not is also explored.
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