According to the forgetting hypothesis, a discounting cue associated with a message initially decreases acceptance of the message. As time goes by, one may observe a delayed increase of persuasion if the recipient forgets the cue but recalls the merits of the message (Hovland et al., 1949). To test this hypothesis, Hovland and his colleagues (Hovland & Weiss, 1951; Kelman & Hovland, 1953; Weiss, 1953) initiated a series of experiments in which participants received messages attributed to either trustworthy or untrustworthy sources and then completed measures of opinions as well as of recall of the message content and the source.