Resumen de Shift‐of‐opinion and retention of material as a function of reading and/or hearing
This study sought to discover whether students retain more information or change their opinions more when a persuasive communication is presented to them orally, in written form, or both orally and in writing. Oral presentation proved least effective with respect to retention of material. All three produced an immediate significant shift of opinion, but differences among the methods of presentation were not significant. Delayed post‐test analysis showed that the shift of opinion failed to persist.
