The influence of source credibility on communication effectiveness

In a new tot of the process of forgetting, scepticism faded and the "untrustworthy" mithe authors found that subjects, at the time terial was accepted. Lies, in fact, seemed to be of exposure, discounted material from "unremembered better than truths, trustworthy" sources. In time, however, the Carl I. Hovland is Professor of Psychology subjects tended to disassociate the content and at Yale University. Walter Weiss is at the tame the source with the result that the original school.