The influence of source credibility on communication effectiveness
CI Hovland, W Weiss - Public opinion quarterly, 1951 - academic.oup.com
CI Hovland, W Weiss
Public opinion quarterly, 1951•academic.oup.comIn a new test of the process of forgetting, the authors found that subjects, at the time of
exposure, discounted material from “untrustworthy” sources. In time, however, the subjects
tended to disassociate the content and the source with the result that the original scepticism
faded and the “untrustworthy” material was accepted. Lies, in fact, seemed to be
remembered better than truths.
exposure, discounted material from “untrustworthy” sources. In time, however, the subjects
tended to disassociate the content and the source with the result that the original scepticism
faded and the “untrustworthy” material was accepted. Lies, in fact, seemed to be
remembered better than truths.
Abstract
In a new test of the process of forgetting, the authors found that subjects, at the time of exposure, discounted material from “untrustworthy” sources. In time, however, the subjects tended to disassociate the content and the source with the result that the original scepticism faded and the “untrustworthy” material was accepted. Lies, in fact, seemed to be remembered better than truths.
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