This tradition theory is based on logical observation. This tradition requires biaslessness, and professional view. Like the philosophy of empiricism, experts believe in facts, experiment, experience and persuasion. Researchers of Yeal university discovered that a message from a high credibility source produces large shifts of opinion compared to the same message coming from a low credibility. For example, if a politician says that a proposed dam will last at least 100 years that will be less acceptable and persuasive than a famous civil engineer. But this traditions theory works well when the information is new and fades away as time passes. The researchers name it ’sleeper effect’. Even though this tradition theory did not get specific findings yet, socio-psychological tradition of communication is significant as it does not accept any claim on faith and it is based on systematic checking.
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