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law of primacy in persuasion
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.〔Stone, Vernon A. (1969). "A Primacy Effect in Decision-Making by Jurors", ''Journal of Communication'' 19 (3), 239–247. 〕 Lund gave college students a 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. This empirical evidence was generally accepted until 1950, when Cromwell published findings of the opposite: a recency effect in persuasive arguments that were considered statistically reliable. However, when Carl Hovland and his associates published the now well-known The Order of Presentation in Persuasion, the systematic study of the primacy–recency problem began.〔Hovland, Carl I., Wallace Mandell, Enid H. Campbell, Timothy Brock, Abraham S. Luchins, Arthur R. Cohen, William J. McGuire, Irving L. Janis, Rosalind L. Feierabend, and Norman H. Anderson. ''The order of presentation in persuasion'' New Haven: Yale University Press, 1957〕 As considered by Rosnow:〔Rosnow, R. L. (1966), WHATEVER HAPPENED TO THE “LAW OF PRIMACY”?. Journal of Communication, 16: 10–31. doi: 10.1111/j.1460-2466.1966.tb00013.x http://onlinelibrary.wiley.com.myaccess.library.utoronto.ca/doi/10.1111/j.1460-2466.1966.tb00013.x/pdf〕 "when an audience is presented with both sides of an issue which has the greater advantage the issue presented first (primacy) or the issue presented last (recency)".
A study published in the "Journal of Abnormal Psychology" found that the order in which the opposing arguments were presented, the time interval between them, and the time of testing for eight varied groups showed a recency effect that favored recency.
==See also==
* Serial position effect
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