The Influence of Source Credibility on Communication Effectiveness
1951/01/01 by Carl I. Hovland, Walter Weiss · 37 citations
Social Sciences · Psychology · #Misinformation and Its Impacts #Communication in Education and Healthcare
paper · doi:10.1086/266350
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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