O'Keefe has suggested that variations in the goal sets individuals choose to pursue and the form of reasoning they employ are sources of variation in message designs. She offered an analysis of the specific consequences of differences in goals (“message goal structure”) and in forms of reasoning (“message design logics”), and shouted how this analysis could be used to describe systematically functional variations in regulative messages. The study reported in this article explored the consequences of differences in message design logic and goal structures for success in regulative communication situations; Messages that differed in these properties were presented to subjects for evaluation on a number of functionally significant dimensions. Level of message design logic was straightforwardly associated with every type of effectiveness that was assessed. Differences in message goal structures had more selective effects on message evaluations, often involving interactions with the level of construct differentiation of the message evaluator.