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Previous consumer research has attributed differences in persuasion between communication modes (e.g.. audio vs. print) to differences in the audiences control over the pace of argument presentation. It is argued in this article that communication modes also differ in the extent to vt/hich argument order is an important determinant of persuasion. The results of two studies show that, while order of argument presentation affects persuasion with audio messages, order is unimportant with printdoi:10.1086/209412 fatcat:3a3qqkr4pvh5fjab46tk3cmtte