2 ideas from Carl I. Hovland, each explained in a minute and credited to the original work. Free on Savvy.
In Carl Hovland's Yale persuasion studies, people who heard a claim from a low-credibility source discounted it at first. Weeks later they'd forgotten who said it but still remembe…
— Carl Hovland and Walter Weiss, The Influence of Source Credibility on Communication Effectiveness
When a persuasive message feels too forceful, or comes from a source people distrust, it can shift attitudes in the opposite direction from the one intended. Psychologists Carl Hov…
— Carl I. Hovland, Irving L. Janis, Harold H. Kelley, Communication and Persuasion: Psychological Studies of Opinion Change