The influence of source credibility on communication effectiveness

  • Hovland C
  • Weiss W
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Abstract

In a new tot of the process of forgetting, the authors found that subjects, at the time of exposure, discounted material from "un- trustworthy" 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" mi- terial was accepted. Lies, in fact, seemed to be remembered better than truths.

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Authors

  • Carl I. Hovland

  • Walter Weiss

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