Dilution Effect: Pharmaceutical Drugs, Advertising and Arguments
Something rather peculiar happens to the strength of your argument when you add everything and the kitchen sink to it. Dan and Akin squeeze research that will have you rethinking how the best cases are put forward. - Research Paper: 'The Unintended Consequences of Argument Dilution in Direct-to-Consumer Drug Advertisements' by Niro Sivanathan and Hemant Kakkar