An Explanation of Persistence and Sleeper Effects: an Empirical Test of the Delayed Opinion Response Model

A theoretical model was tested for its ability to explain persistence and delayed credibility (or "sleeper") effects in attitude change via persuasive variables. The model predicted opinion effects f:cm two major components: a multiplicative eftect of message repetition and credibility, and a simple effect of time since receipt of message. The subjects, 124 college students, read a cover story, a speaker description (the source credibility manipulation) , and one of three messages advocating federal control of education. Four time increments were selected for measurement of opinion, varying from immediately after the treatment to six weeks later. Thus, the students were presented with variations in repetition and credibility and their cpinions were assessed over time. The experiment yielded data supperting the viability of the time explanations, but failed to support the hypothesized multiplicative effect on opinions. Problems in inducing manipulations may have contributed to obtaining only partial support for the model. The results suggested the need to reevaluate previous research. (ELI *********************************************************************** * Reproductions supplied by EDR are the best that can be made * * from the original document. * *********************************************************************** s ' a Li s oepARTmENTOF NEASTN. EOucATION 4 WELFARE NATIONAL INSTITUTE Of EoucATioN .4) -HIS DOCUMENT HAS SEEN REPRO. DUCED E sAC TLY AS RECEIVE() CSOM T . E PETaSON OR ORGANIZATION OR pOislC\J Ai ,N0 1 T POINTS ot V I FW OR OfitNuONS STAIFO DO NO1 NECESSARILY REPRE SENT Ot t ICIAt NATIONAL INSTITUTE 0 c tr\ EDIJC A T rON POSITION OR POL ICY AN EXPLANATION OF PERSISTENCE AND SLEEPER EFFECTS: AN EMPIRICAL TEST OF THE DELAYED OPINION RESPONSE MODEL.