Welcome to the SmallBusiness.com WIKI
The free sourcebook of small business knowledge from SmallBusiness.com
Currently with 28,529 entries and growing.

WIKI Welcome Page
Local | Glossaries | How-to's | Guides | Start-up | Links | Technology | All Hubs
About · Help Hub · Register to Edit · Editing Help
Twitter: @smallbusiness | Facebook | Pinterest | Google+

SmallBusiness-com-logo.jpeg

In addition to the information found on the SmallBusiness.com/WIKI,
you may find more information and help on a topic
by clicking over to SmallBusiness.com and searching there..

Law of primacy in persuasion

SmallBusiness.com: The free small business resource
Jump to: navigation, search

In advertising and public communications, the law of primacy in persuasion as postulated by Frederick Hansen Lund in 1925 holds that the side of an issue presented first will have greater effectiveness than the side presented subsequently.[1] Lund gave college students document in support of one side of a controversial issue and then presented a second taking the opposite position. He found the document read first had greater influence, regardless of which position it expressed.[2] This empirical evidence was generally accepted until 1950, when Cromwell published findings of a recency effect in persuasive arguments that were considered statistically reliable.[3]

[edit] See also

[edit] References

  1. Stone, Vernon A. (1969). "A Primacy Effect in Decision-Making by Jurors", Journal of Communication 19 (3), 239–247. Template:Doi
  2. "Primacy-Recency". ADV 382J: Fall 2001, "Theories of Persuasive Communication & Consumer Decision Making". Center for Interactive Advertising, The University of Texas at Austin. 2001. http://www.ciadvertising.org/student_account/fall_01/adv382j/mgautam/minx_paper/primacy.html. Retrieved 2007-11-04. 
  3. Kohler, Christine. "Order Effects Theory : Primacy versus Recency". Center for Interactive Advertising, The University of Texas at Austin. http://www.ciadvertising.org/sa/spring_04/adv382j/christine/primacy.html. Retrieved 2007-11-04. 

[edit] Further reading

  • Lund, Frederick Hansen. "The Psychology of Belief IV: The Law of Primacy in Persuasion," Journal of Abnormal Social Psychology 20 (1925): 183-91.Template:Ad-stub

Template:Psych-stub