Prestige-suggestion, the effect that the prestige or reputation of a source has on a receiver, is the subject of this paper. Three research studies which have been done recently by researchers in reading are reported. These studies asked the following questions: If consumers evaluate products by means of reading store advertisements, will they be affected in their evaluations by the prestige of either the brands or the stores? If readers are asked to evaluate the quality of newspaper articles, will they be influenced by the prestige of the newspapers from which the articles came? and If students are asked to evaluate research articles, will they be influenced by the prestige of the university employing the authors of the articles? Results indicate that readers are swayed by the prestige of brand and store, feature articles of high prestige newspapers are evaluated more highly than those of low prestige papers, and there is little influence of university prestige on the perceived quality of research except among graduate students. (JF)