This investigation attempted to determine if subjects' cognitive responses to a persuasive communication are more highly correlated with attitude change than the recall of arguments presented in the communication. Subjects (79 students enrolled in several sections of an elementary science methods course) were exposed to a systematically designed persuasive communication about energy conservation and then tested for their retention of the arguments presented in the communication and cognitive responses. Attitude change was found to be significantly correlated with cognitive responses elicited immediately following the persuasive communication and cognitive responses recalled 3 weeks later. No significant correlation was found between the recall of communication arguments and attitude change. The results offer a plausible explanation of the contradictory findings reported in the science education literature regarding the dissipation of attitudes changed using persuasive communication. (Author/JN)