Researchers systematically varied the quality of persuasive communications that advocated comprehensive exams for college students, and also varied the prestige of the communicator. Further, some student participants were led to believe that such academic reforms might be carried out in the near future, whereas others were led to believe that such reforms wouldn't occur until long after they had already graduated. Those students who believed that the reforms were a long time in coming were more influenced by communicator prestige than by the quality of the persuasive arguments. These findings support the assertion that route to persuasion